Halloween is still a big spending holiday, even with prices high. Americans are expected to spend $13.5 billion this year, the National Retail Federation says, up from last year's record $13.1 billion. Mass Market Retailers said the forecast surpasses last year's record.

The average shopper plans to spend $115.14, close to $114.45 last year. About 74% of people plan to celebrate, up from 68% before the pandemic in 2019.

Here is where the money goes. Costumes lead at $4.4 billion, followed by decorations at $4.3 billion and candy at $4.1 billion. Nearly everyone celebrating, 96%, plans to buy candy. Greeting cards are making a comeback, with 42% planning to buy them, up from 38% last year.

Shoppers are watching costs. If prices are higher than expected, 31% say they will compare prices, and 26% will look for coupons or sales. About a third plan to buy items they can reuse in future years.

"Shoppers are being thoughtful and strategic," said Allison Zeller, an NRF vice president.

Many started early. About half, 49%, planned to begin shopping in September or earlier. In 2016, only 34% did.

Discount stores are the top place to shop, used by 39%, followed by Halloween and costume stores at 32% and online at 27%.

Costume picks hold few surprises. About 4.6 million kids plan to be Spider-Man. Among adults, 4.8 million plan to dress as witches and 4.2 million as vampires. Pets get $0.92 billion in costumes, led by pumpkins and hot dogs.

New this year, nearly half of shoppers, 47%, say they are using AI tools to plan, often to brainstorm costume ideas.

The NRF survey asked 7,889 consumers from Sept. 1 to 9 and has a margin of error of 1.1 percentage points.

What we know: NRF forecasts $13.5 billion in Halloween spending, above last year's record $13.1 billion.
What we don't: Whether high gas and food prices will make shoppers cut back by Oct. 31.