The National Retail Federation estimates that Americans will spend $7.4 billion dollars celebrating Halloween this year. In total, 74% of households will buy something for Halloween and, among those, the average will spend $125.

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There’ll be a bumper crop of pumpkins, more than ever before, and worth about $149 million dollars.

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A full two-thirds of the population will buy a costume, spending an average of $77.52 each. That’s a record in terms of both spending and the sheer number of costumes sold.

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Interestingly, the holiday has evolved from primarily a children’s holiday to one celebrated by adults, especially millenials. Less than half of the money spent on costumes is going to costumes for children. Adults dress up (to the tune of $1.4 million) and their dress up their pets ($350 million). They also throw parties for other adults and patronize bars and clubs, which increasingly feature Halloween-themed events, food, and drinks.

Lisa Wade, PhD is a professor at Occidental College. She is the author of American Hookup, a book about college sexual culture, and a textbook about gender. You can follow her on Twitter, Facebook, and Instagram.