Thrift Stores Fuel DIY Halloween Trends Among Budget-Conscious Shoppers

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

September 17, 2025 - 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 https://www.goodwill.org/halloween/.