Thrift Stores Fuel DIY Halloween Trends Among Budget-Conscious Shoppers

The annual Goodwill® Halloween Survey reveals shoppers want creative, sustainable costumes at affordable prices.

ROCKVILLE, Md., Oct. 1, 2025 /PRNewswire/ -- Halloween is making a full comeback as more Americans embrace costumes more than in the recent past.  According to a new survey from Goodwill Industries International (GII), almost nine in 10 Americans (87%) plan to celebrate the holiday this year, an increase from 80% in 2024. And as affordability remains a top concern for consumers, thrift stores are fueling Halloween creativity.  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%). Among Gen Z specifically, 63% choose thrift stores for DIY costume materials.

Goodwill remains the favorite shopping destination (84%) for DIY costume enthusiasts who turn to thrift stores for materials to create one-of-a-kind Halloween looks this season. Goodwill's commitment to sustainability also continues to resonate with DIY Halloween shoppers, with 76% of adults saying it influences their decision to shop at Goodwill, with higher figures among Gen Z (84%) and Millennials (81%).

"Halloween shoppers, particularly Gen Z, are redefining Halloween style with a powerful blend of creativity, affordability and purpose," said Onney Crawley, chief marketing officer for GII. "Their passion for sustainable fashion is fueling a thrifting movement like never before. At Goodwill, shoppers aren't just crafting one-of-a-kind, eco-friendly costumes; they're also uplifting communities by supporting vital career services and local programs with every purchase."

For shoppers planning to wear costumes, 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 costumes or costume materials this year.

The Goodwill Halloween Survey also found that nearly two in three households (65%) will have a member dressing up this year, a notable jump from 58% in 2024. From pop culture icons to classic witches and werewolves, costume creativity is thriving, especially among younger generations. Close to four in 10 adults (38%) plan to wear costumes themselves, with Gen Z (48%) and Millennials (52%) leading the charge. Even pets are getting in on the fun, with 12% of respondents planning to dress up their furry companions.

Among those dressing up, 29% favor costumes inspired by movies, TV shows, video games, or books, while 28% opt for iconic Halloween staples like ghosts and zombies. The remaining (22%) are going all-in on unique, one-of-a-kind looks.

For curating costumes, social media remains a major source of inspiration, with Pinterest (34%), YouTube (32%) and TikTok (24%) leading the way, especially among Gen Z with over half turning to these platforms for ideas.

Beyond costumes, 23% of consumers reported shopping at thrift stores for Halloween décor, with Gen Z and Millennials (26%) most likely to do so. In-store shopping dominates, with 70% preferring to browse in person for DIY costume materials.

DIY enthusiasts and sustainability-minded shoppers looking for unique and affordable costume and home décor ideas should visit the Goodwill Halloween microsite for inspiration, including:

• A planner featuring ideas for groups, children, pop culture and classic costumes that can be easily assembled using items found at thrift stores.
• A costume generator featuring quick and affordable ideas for last-minute dressing up.

For more information, visit www.goodwill.org/halloween/.

ABOUT GOODWILL INDUSTRIES INTERNATIONAL

Goodwill works to enhance the quality of life of individuals and families by strengthening communities, building bridges to opportunity and helping people in need reach their potential through learning and the Power of Work®.

For more than 120 years, Goodwill organizations across North America have helped people find jobs, support their families and feel the satisfaction that comes from working. There are 150 local Goodwill organizations that assist people through a variety of employment placement services, job training programs and other community-based services. Thousands of people receive employment and other human services through Goodwill, and, in 2024, the organization helped more than 2.1 million people build skills, access resources and advance their careers.

Goodwill sells donated items in more than 3,400 outlets and retail stores in the U.S. and Canada, as well as through online marketplaces. The revenue creates training programs and job placements to help people find work or advance their careers.

For more information or to find a Goodwill location near you, visit goodwill.org. Follow us on X/Twitter: @GoodwillIntl and Facebook, Instagram, TikTok and YouTube: @GoodwillIntl.

SOURCE Goodwill Industries International