NRF: 4.6 million children dress as Spider-Man this Halloween

The National Retail Federation reports that an estimated 4.6 million children will dress as Spider-Man for Halloween 2026. This figure places the character at the top of the national costume list for children for the third consecutive year. The broader superhero category ranks second, with 2.3 million children planning to wear those outfits.

The data comes from the NRF's 2026 Halloween consumer survey, released just days before the holiday. The organization projects that consumers will spend an average of $115.14 on the season. This amount covers costumes, decorations, and other related purchases.

In North Central Florida, local retailers observe a mix of national trends and regional preferences. In Palatka, Isaac Zamora, a sales associate at Spirit Halloween, notes that the Ghostface mask from the Scream franchise has its own dedicated section. He states that the mask remains popular with both adults and children. Zamora told WUFT News, "It's all Ghostface."

Julia Martinez, a resident of Palatka, said her family has embraced horror themes for years. Her 12-year-old son, Julian Rizo, wore a Ghostface costume last year. This year, the family is looking at other options but acknowledges the enduring appeal of the franchise. Martinez noted, "I think Ghostface is definitely always popular." Dina Cherise Smith-Glaviana, a fashion researcher at Virginia Tech, attributes this longevity to intergenerational sharing of favorite media.

In Ocala, sales associates report a strong trend for costumes from Netflix's KPop Demon Hunters. The film, which premiered in July 2025, ranks eighth on the national list, moving up from ninth place last year. Amethyst Sandelier, a sales associate at Midnight Halloween, says the costume is the most popular item in her store. She notes the highest demand comes from girls aged 6 to 8. Dian Austin, an assistant manager at Spirit Halloween in Ocala, adds, "All those little girls are obsessed with KPop Demon Hunters this year."

Spider-Man continues to dominate the children's category following the July release of Spider-Man: Brand New Day. The film arrived more than four years after the previous live-action installment. Austin says she sees superhero costumes as a consistent annual staple. "Boys, obviously every year, the superheroes, and this year definitely Spider-Man," she said.

The Toy Story franchise also sees increased sales after the June release of Toy Story 5. Austin reported that the store sold a high volume of these costumes this season. She observed a rise in families coordinating their outfits rather than choosing individual characters. Smith-Glaviana suggests that coordinated costumes often serve as a way for families to display a shared identity.

Many shoppers opt to create their own looks to manage costs. Sandelier notes that a majority of customers at Midnight Halloween seek specific accessories rather than full costumes. She uses this approach for her own content, creating a Silent Hill nurse look using a Goodwill dress, cardboard, and fabric. Smith-Glaviana says DIY costumes allow individuals to express creativity and save money.

The NRF survey indicates that these top five categories represent the most common choices for the holiday. While specific character preferences shift slightly year to year, the core themes of superheroes, horror, and popular animation remain stable. Local store data in Florida aligns with these national findings, showing no major divergence in consumer behavior this season.