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 that 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. Plus, we keep the gently worn items out of landfills and into the reusable cycle. Last year alone, we diverted 13 million pounds of goods from the landfills!
Remember, when we succeed in our stores, we strengthen the mission programs that serve so many in our communities. In 2024, we provided career program services to 1,168 impacted individuals working with the Illinois Department of Corrections, and over 1,240 high school and college students received employment skills from our Career Services Office. We served 136 students through our Youth Services Program and 30 individuals with intellectual and developmental disabilities with training and employment skills in our Adult Services Program.
“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 Ron Culves, President & CEO of Land of Lincoln Goodwill. “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 missions.”
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%).
Additional information on the Halloween survey results is available for media use. For costume ideas, visit our Halloween page >