This holiday is a boon to retailers. The National Retail Federation reports that 172 million Americans will celebrate the holiday. Total spending on costumes, candy, decorations, and greeting cards will reach nearly $86.27 billion this year (down slightly from $9 billion in 2018). About 35% of consumers search online for Halloween resources. About 29 million people plan to dress up their pets; the most popular pet costume is a pumpkin.