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The Goodwill® Halloween Survey reveals a jump in 2025 celebration plans and thrift-store shopping trends.
FORT WORTH, TEXAS (October 13, 2025) – With Halloween celebration plans on the rise in 2025, a new survey from Goodwill Industries International shows consumers who prefer DIY costumes are increasingly turning to thrift stores to find unique, sustainable and affordable materials. Almost nine in ten Americans (87%) plan to celebrate this year, an increase from 80% in 2024. Among those celebrating this year, over six in 10 adults (62%) who prefer DIY costumes, shop at thrift stores, a notable increase over 2024 (53%). Also, Goodwill remains the favorite shopping spot for DIY costume enthusiasts (84%) who turn to thrift stores for materials.
Eco-conscious shopping continues to be an important trend. Three in four adults (76%) say the Goodwill focus on sustainability impacts their decision to shop at Goodwill stores. This trend is particularly strong among Gen Z, with 84% of young adults influenced by the commitment to sustainability shown by Goodwill.
"Halloween is our busiest season, and this year we're seeing an even greater embrace of the Halloween thrifting trend, particularly among DIY costume shoppers," said Rosemary Cruz, Vice President of Donated Goods & Retail Sales for Goodwill North Central Texas. "The popularity of thrifting is increasingly being driven by Gen Z, who are not only seeking affordable options but are also committed to shopping more sustainably. Thrifting at Goodwill lets individuals create personalized, affordable and eco-friendly costumes while supporting our mission to provide those in need with education, job training and placement programs."
For shoppers planning to wear a costume, nearly 70% are also prioritizing savings, making secondhand shopping the smart choice for the season. Among Gen Z, 65% say they won’t spend a lot of money on a costume or costume materials this year.
The Goodwill Halloween Survey also found that among those who plan to wear a Halloween costume, roughly three in ten would most like to wear a costume based on pop culture trends, or a character from a movie, TV show, video game or book (29%). A very unique, one-of-a-kind costume was the top pick of 22% of respondents planning to dress up for Halloween.
More than two-thirds (69%) of adults who prefer DIY costumes say they or members of their household turn to social media and websites for DIY costume ideas and inspiration, similar to 2024 (67%). Pinterest (34%) is the top-cited social media platform this year, followed by YouTube (32%), Facebook (26%), Instagram (25%) and TikTok (24%). Thrift stores are a source of costume ideas and inspiration for roughly four in 10 adults (39%) who prefer DIY costumes, comparable to last year (36%).
As a growing trend, AI is fast becoming a source of ideas for Halloween costumes. Four in 10 (39%) say AI will inspire their costume ideas, with similar proportions across Gen Z (44%), Millennials (38%) and Gen X (42%).
Aside from wearing a costume, the most popular ways people plan to celebrate include giving out candy to trick-or-treaters (56%), decorating their home (44%) and/or attending a party with family/friends (34%).
For costume ideas, DIY décor and makeup tutorials, visit Goodwill.org/Halloween.
About Goodwill North Central Texas
Goodwill is more than a thrift store. The largest employer of people with disabilities in the world, Goodwill provides education, training and job placement and believes that it’s worth celebrating!
Goodwill North Central Texas is based in Fort Worth and serves 18 counties in the region. The nonprofit’s 27 area retail locations provide revenue through the sale of donated goods to support Goodwill’s mission to CREATE lives of independence and BUILD a stronger local community. Education, training and job placement programs for individuals with disabilities, the formerly incarcerated, at-risk youth, our veterans and people experiencing homelessness are guided by the organization’s vision of a North Central Texas where every person has the opportunity for maximum independence and abundant living. For more information, please visit www.GoodwillNorthCentralTexas.org.
About The Goodwill Halloween Survey
Big Village, an independent research organization, conducted the 2025 Goodwill Halloween Survey for Goodwill Industries International. The online poll took place from August 20-24, 2025, and included a sample size of 2,021 self-selected adults. Responses were weighted by age, gender, geographic region, race and education.
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