As Halloween approaches, U.S. #petowners are busy shopping for festive outfits for their “fur babies.” From pumpkin-shaped costumes to superhero capes, #petapparel has become an unignorable part of the holiday economy.
1. Halloween Pet Costume Spending Scale and Demographic Characteristics
The National Retail Federation (NRF) conducted a survey of 8,045 U.S. consumers in September this year, revealing:
- 23% of respondents plan to dress their pets in Halloween costumes.
Additionally, the organization found:
- U.S. consumers are expected to spend $860 million on #petcostumes this year, a significant increase from $700 million in 2023.
The rapid growth of pet apparel reflects the rising status of pets in households. Behind this phenomenon are the driving forces of Millennial and Gen Z consumers, the influence of social media, and the deepening trend of pet “humanization.”
Data: 2025 U.S. Halloween Spending on Adult, Children’s, and Pet Costumes
In terms of shopping timing, consumers tend to shop in advance. The survey shows:
- 49% of people start purchasing in September or earlier, reflecting the extension of the holiday consumption cycle and the trend of planned spending.
Data: Percentage of Consumers Who Start Shopping Before October
When it comes to popular styles, pumpkin-shaped designs are the most beloved pet costumes. Other creative designs are also favored, including:
- Pumpkins: 9.8%
- Hot dogs: 5.4%
- Bumblebees: 4%
- Ghosts: 3.1%
- Superheroes: 3.1%
Data: Popular U.S. Halloween Pet Costumes in 2025
In terms of spending habits, another survey by MetLife Pet Insurance of 1,000 U.S. dog and cat owners found:
- More than half (53%) of pet owners buy Halloween costumes for their “fur babies.”
- One-fifth (20%) of pet owners spend over $50 on Halloween pet costumes, with an average expenditure of approximately $30.
From the perspective of #petbreeds, owners of different breeds show distinct spending preferences. Among dog costumes:
- Rottweiler owners spend the most (an average of $43)
- Siberian Husky: $37
- Bulldog: $36
Among cat costumes:
- Maine Coon owners top the list (an average of $38)
- Russian Blue: $33
- Ragdoll: $29
This trend may be related to breed characteristics and owner demographic profiles, suggesting that brands need to further refine their product positioning.
In terms of generational breakdown, significant differences also emerge:
- Millennials: The highest spending proportion, reaching 57%
- Gen Z: 55%
- Baby Boomers/Gen X: 46%
Notably, nearly 32% of consumers spend more on pet costumes than on their own, reflecting the priority young generations place on caring for their pets.
2. Social Platforms Become a New Engine for Pet Costume Consumption
The communicative effect of social media has become a key factor driving sales. The “influencerization” of pets is reshaping consumption motives—apparel is no longer just for holiday decoration, but also a form of social currency. The survey shows:
- 27% of consumers buy pet costumes solely to post content on platforms like Instagram, with the highest proportions among these two generations:
- Gen Z: 31%
- Millennials: 29%
Online search data also confirms this trend. In September this year:
- Searches for “dog costume for Halloween” surged by 154%
- Searches for “cat costumes” increased by 64%
3. Future Outlook: From Holiday Specialty to Daily Niche
The booming Halloween pet costume market reveals three future directions for the #peteconomy:
First, emotional consumption becomes normalized.
Pet apparel is no longer limited to holiday scenarios, but gradually extends to niche areas such as daily wear and seasonal themes. Consumer demand for “personalized expression” for pets will continue to grow.
Second, socialization and branding.
Content dissemination on social media will further drive market expansion. If brands can develop products that combine functionality and communicability, based on interaction scenarios between pets and their owners, they will capture the incremental market.
Third, technology empowerment and sustainable development.
Smart wearable devices and the application of eco-friendly materials may become new trends. For example, winter apparel with temperature control functions or holiday costumes made from renewable fabrics are expected to attract consumers who value practicality and environmental protection.
In summary, the prosperity of the Halloween pet costume market is just a microcosm of the potential of the pet economy. Driven by emotional connections, social needs, and generational consumption changes, the pet apparel niche is evolving from a “peripheral category” to a “must-compete territory.” In the future, it is expected to break free from holiday limitations and become a core pillar of sustained growth in the #petindustry.