I don’t know about you, but I love Halloween. Parties, costumes, candies—what’s not to like, right? There’s nothing like stepping onto the street and seeing everyone in funny, weird, scary, quirky, and even shocking outfits.
After all, it’s the one day when people can be anything or anyone without fear of judgment. It’s also a nice break from our mundane lives and monotonous routines. But I am not the only Halloween fan in the house.
Ferrero Group recently released its third annual Halloween report. It states that for the first time, a majority of American adults (53%) name Halloween as a favorite holiday. It’s the first time this figure has crossed the majority mark, up from 47% in 2025. Also, 58% think Halloween should be a national holiday.
“Last year we called Adultoween a cultural movement, and now Americans are ready to make it official. Adults aren’t just embracing Halloween as their own holiday anymore; they’re saying it deserves a permanent place on the calendar,” said Chad Stubbs, Chief Marketing Officer, Ferrero North America.
As the holiday grows more popular, costumes play a big role. According to the National Retail Federation’s annual consumer survey, 71% of shoppers are expected to spend $4.4 billion on costumes in 2026.
That’s a huge number, showing that many folks plan to celebrate Halloween this year. With only a few days left, they may be busy coming up with something creative right now.
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Costumes are also a reason why people love Halloween. Research suggests adults have many reasons to love it, including the fun, even freeing, feeling of pretending to be someone else for a night. It adds that not only does Halloween let you do things and act in ways you might not in your everyday life, but you can also leave your problems and responsibilities behind, if only for a few hours.
As adults, things always drain our energy and threaten to pull us out of the present moment. The research sums up that Halloween lets us shed that weight and be whoever we choose.
The idea of wearing costumes originated in medieval Europe, driven by superstition. People believed that dressing up as creatures of the night would keep them from being targeted by supernatural beings and protect them. However, studies also point to something interesting.
During this time, it took on an explicitly religious role in some Christian traditions. Folks dressed up as angels, saints, or demons to enact religious themes. They would ask for “soul cakes” in exchange for praying for the souls of late relatives. It was a mix of religious belief and costumed dressing, called “souling.”
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Today, we have come far from those times, and costumes have also become a form of self-expression. But did you know dressing up for Halloween can also be therapeutic?
Psychotherapist Christine Chae explains that slipping into a costume is like donning a suit of armor. It provides an individual with a sense of empowerment. She believes this newfound confidence can spill over into everyday life, instilling self-worth and positivity.
“Dressing up also spurs creativity and imagination. Crafting a costume, envisioning a character, and bringing it to life are all exercises in creative thinking. This process not only offers an outlet for artistic expression but also nurtures problem-solving skills and innovative thinking. Engaging in such creative endeavors has been shown to reduce stress, improve mood, and enhance overall mental well-being,” she adds.
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