America’s love of Halloween is reaching a scary new high.

The Story

America’s love of Halloween is reaching a scary new high.

Go big or gourd home, right?

That’s the spirit. Seventy-three percent of Americans will reportedly celebrate this year — whether that’s attending a “Barbieween” party (or two), taking kids trick-or-treating, or anything in between. That’s apparently up from previous years and partly explains why businesses are saying ‘fab-boo-lous.’ Another reason? People are expected to drop more money than ever on Halloween, with total spending projected to reach a record $12.2 billion (yup, that’s billion with a b).

*Gasp.* On what?

Well, all those fun-size — or full-size, if you’re fancy — treats, which, apologies for the scare, cost 7.5% more this year. (Thanks, inflation and extreme weather.) That even includes what might be one of the most divisive delicacies: candy corn. Plus, there’s the costumes. Spoiler, expect to see Mermaid Barbie, President Barbie, Weird Barbie, and just about every other Barbie. Not to mention, lots of Ken-ergy. Though, thanks to moves made off the field, Travis Kelce and Taylor Swift have lots of couples calling a costume audible. Last but definitely not least? Look outside. Chances are, you have at least one neighbor creepin’ it way too real with a house that looks like Phil and Claire Dunphy’s — complete with disco pumpkins, Skelly, and Lewis, the newest Halloween icon on the block. 

theSkimm

This year, many Americans are paying a very high price to celebrate Halloween. That might be a fright for some, but for others, business is boo-ming. 

✨ In culture…

People are remembering their fave friend, Matthew Perry, who died yesterday at age 54. Meanwhile, “Wicked” still has everyone under its spell — 20 years later. Same with real-life witches.

❤️ In relationships…

Struggling with swipe fatigue? Tinder’s letting your friends and family lend a hand...literally. But if you’re already engaged, consider saying ‘I do’ to a pre-wedding honeymoon (aka, an “earlymoon”) and separate laundry hampers. Ditto for adding a home to your registry.

👗 In style…

Turns out, denim maxis are no longer on the outskirts. That’s as vanilla perfume is once again hitting the right notes. And concealer lips are getting the kiss of approval. Plus, prepare to cozy up to the “hoodiest” hoodie.

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The Complicated Return of the Celebrity Tell-All…why mega-famous memoirs are having a moment — even as our lives become increasingly digitized.

Is a Coincidental Similarity Enough for Real Intimacy?...what’s behind the rise in people searching for their “astrological twins.” 

Here are today’s recs to help you live a smarter life…

1. Perfect-for-fall shoes that keep breaking the internet.

These celeb- and HQ’r-loved sneakers are so comfy, they’ve racked up over 40K five-star reviews. They’re also eco-friendly, available in 15+ colors, and 25% off for a limited time with code SKIMM25.*

2. New novels you need to read this fall.

Grab a throw blanket, a scented candle, and one of these new reads, and you've got yourself an ideal fall weekend.

3. If you want to get into journaling, try Papier's guided journals.

Our shopping editor tested three of the brand's popular (and pretty) planners. Read her full review here.