Although Sage Godzich, a senior studying business and marketing, was stressed about an exam on Thursday, she decided to exchange texts with a couple of friends, convincing them to party all "Halloweek."
"What are we doing tonight?" Godzich said about the messages with friends. "I have this and this tonight. I have a club party today — all of that."
Godzich, like many students at ASU, is celebrating Halloween with her friends, which comes with time, energy and, above all, money.
Halloween spending is expected to reach a record $13.1 billion this year, according to the National Retail Federation's annual consumer survey.
As of Oct. 28, this contrasts with the nationwide low consumer confidence in the country, characterized by increasing inflation rates, tariffs and fears surrounding the government shutdown, according to a survey from The Conference Board.
Despite these economic reservations, students at the University continue their celebrations, managing within their budgets to make sure their Halloweekend does not end early. Although Godzich is focusing on exams, Halloween maintained its importance.
"It's exam season, so (I'm) focusing on studying, but also, selfishly, I'm like, 'What do I have this weekend? What are my plans?'" Godzich said. "Definitely, it's been a scramble trying to run and get stuff for costumes."
Similarly, Ellie Liberto, a junior studying business, said Halloween is an important holiday for college students because of its innate social aspect.
"We have a lot of events to go to," Liberto said. "If I didn't have any parties, I literally would not care and buy nothing."
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Lee McPheters, an expert in economic forecasts and an emeritus professor at W.P. Carey School of Business, wrote in a statement that the Halloween spending increase reflects the consumer splurge of travel, food and entertainment after the COVID-19 pandemic restrictions.
"Now, consumers are striking back against uncertainty in the economy by robust spending in the hope of a temporary return to normalcy this Halloween," McPheters said.
Halloween has evolved into a season rather than a single-night event, McPheters said. For college students, over time, Halloween transformed from "Halloweekend" to "Halloweek."
Despite tariffs, McPheters said the availability of inexpensive imports from China and Vietnam has made University students' week-long celebrations more novel, with different costumes.
Because these costumes and decor are imported, students are planning and shopping ahead of the holiday, McPheters said.
Julia Bailey, a junior studying early childhood education, prepared three costumes to celebrate Halloweekend: a peacock, a sailor and Cruella de Vil.
Bailey purchased the peacock costume from SHEIN, a fast-fashion retailer headquartered in Singapore.
"(College culture) also (puts) an emphasis on multiple costumes, which can get super pricey, but it's still always fun," Godzich said. "I think it's fun that everyone is involved, and everyone goes all out."
Costumes are not the only factor in students' Halloween budgets. Alcohol spending has also seen a seasonal increase in sales.
Kirsten Eccles is the owner of Tops Liquor, a local liquor store in the heart of downtown Tempe, that opened in 1981. Eccles started working in 2005 and has sold to many generations of Sun Devils, especially during Halloween.
The weeks before and after Halloween, liquor sales at the store increased at least 30% compared to any other day, Eccles said.
Store-bought beverages have become more pricey in the past few years, which has affected students, McPheters said.
Godzich said a friend of hers is hosting a party five minutes west of the Tempe campus. She lives east of campus, but plans to walk there to save money.
"I'm genuinely just going to walk because I know I'm going to be spending money on alcohol," Godzich said. "I don't want to spend any more money on a Lyft or Uber."
READ MORE: Alcohol prices are soon to rise with recent tariffs and may impact Sun Devil nightlife
Despite the rising trend of holiday spending, many students have kept their Halloween celebrations more economical.
Although the store experienced increased sales, this generation of Sun Devils is much different from previous ones, Eccles said.
"Generally, I feel like people, especially ASU students, have been drinking less than in years past," Eccles said. "But they're drinking better."
Eccles noted that University students go for "healthier options" like seltzers, vodka and tequila.
This reflects a larger trend of Gen Z refraining from alcohol, according to a Gallup poll, where 50% of people aged 18-34 reported not drinking alcohol in 2024 and 2025. This is down 9 percentage points from 2023.
To save money, Liberto focused on building costumes around items already owned, spending around $70 on the finishing pieces for three costumes.
"I really shouldn't be spending money on something I'm only going to wear one time," Liberto said. "I tried to pick things I already had in my closet and then just get pieces I could use for all my costumes."
Edited by Natalia Rodriguez, George Headley and Pippa Fung.
Reach the reporter at pspascua@asu.edu and follow @pascual_media on X.
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Paul Pascual is the engagement editor for The State Press, developing innovative strategies through emerging media to connect with the audience. He works concurrently with ASU Student Life as a marketing photographer. He has previously worked at FOX News Media as a broadcast coordinator and at the National Student Leadership Conference as an on-site marketing photographer. This is his fifth semester with The State Press, having previously worked as a photographer.
