The annual night of fright is here, and the same question has been weighing on the minds of consumers everywhere. Four words, endless possibilities: What will I be?
Last year, consumers in the U.S. alone spent $9 billion on Halloween festivities. This year, that number is expected to grow. If you sell costumes, costume accessories, or any type of fashion product that a costume could be comprised of, you have a tremendous opportunity here.
To prevent you from facing the horror of unsuccessful Halloween sales, we’ve gathered our very best tricks (and treats). We analyzed data from over 600 articles read by 900,000 viewers around the world. Each of these articles included the word “Halloween”, and from this, our predictions for the top costumes across the globe were pulled.
We also turned to our trends website to share the data-backed insights you need to create a campaign that’ll have your competitors cowering.
Follow along to get a taste of what we’ve been cooking up in our costume marketing cauldron.
Sweeping Costume Favorites
Snow White, Thor, Captain Marvel, Peter Pan, and Cruella De Vil. These five frontrunners across the board saw a combined three million readers, making them undeniable frightful favorites. They also point to an interesting Disney and Marvel dynamic (in light of their recent acquisition) with characters from both entities showing up in top spots.
- Iron Man
- Captain America
- Doctor Strange
- Black Widow
- Incredible Hulk
- Black Panther
- Captain Marvel
- Scarlet Witch
- Dark Phoenix
- Emma Frost
- Ghost Rider
- Peter Pan
- Elsa Frozen
- Anna Frozen
- Princess Jasmine
- Mary Poppins
- Little Mermaid
- Princess Tiana
- Cruella De Vil
- Princess Aurora
- Snow White
- Prince Charming
- Captain Hook
Top Costumes by Country
Snow White should change the name of her crew to the five countries, because she emerged as a top costume in a handful across the globe.
And it’s no surprise with lengthy lists of ways to channel her popping up online. Thor ranked not far behind her, with Fiona, Captain America, and Mary Poppins holding their own and leading popularity in one country each.
Building a Costume Marketing Campaign of Your Own
Now that we’ve taken a look at the bigger picture of top costumes, it’s time to show you how to get your own costumes in front of consumers while they’re still in buying mode.
Using our trends data, we’re sharing our hypotheses for the headlines and creatives that’ll set your costumes apart this Halloween.
Capture Their Attention With the Perfect Headline
With plenty of competition in the costume space this time of year, it’s important to use keywords and trending phrases to set yourself apart.
Here, we’ve outlined the words and phrases to use, as well as the ones to beware of.
For example, the keyword “October” and the phrase “Take a look’ are both trending currently, making the headline “Take A Look At The Creative Halloween Costumes Getting Attention This October” a choice with data to back it up. Taking into account these buzzworthy options can show you a real uplift in clicks.
At the same time, it’s important to take stock of the words and phrases to stay away from. Keywords like ‘guys’ and ‘free’, and phrases like ‘The secret to’, and ‘People born before’ are not going to be your friends this spooky season.
Based on our findings, these headlines won’t be bringing home any treats this season:
- If You Like Free Prizes, You’ll Love This Costume Giveaway
- People Born Before 1998 Are All Being This For Halloween
- This Is The Secret To One Of The Best Costumes Of 2019
Use Images to Show Off Your Costumes
Looking to grab more attention for your costumes this Halloween? Of course you are, and there are a few easy ways you can do so visually. Including an animal, showing your costume on a person, overlaying text, and opting for black & white are all quick ways to see a noticeable CTR boost.
Here are a few ways you can bring these trends to life.
Video Tricks to Garner Costume Interest
Similarly to how image trends are informing the best ways to show off costumes visually, video trends are emerging with the best ways to show costumes in motion.
We’ll start here with a few of the activities you might not expect to be grabbing interest in costumes. Showing subjects eating, dancing, or conversing can do wonders for your completion rates.
We didn’t just pull trends on the activities to feature in videos––we pulled trending aesthetic elements, too.
Something as simple as black & white can up the drama and give completion rates a 51% boost. Using illustrations and excluding text have impacts of their own, with 57% and 29% uplifts respectively.
An iconic Halloween video that makes use of the trend of dancing is, you guessed it, Party City’s Thriller video.
Another example that makes use of the illustration trend is Target in this whimsical number.
The biggest takeaway of all is to have fun with bringing costumes to life in video. Halloween is one of those times where anything goes, so don’t be afraid to push the boundaries a little and turn up the drama.
Happy Haunting, Halloween Marketers
Now that we’ve taken you on a haunted hayride through global costume favorites and current trends you can snag for your own campaigns, it’s time to set you free to do some creepy campaign planning of your own.
Keep our data tucked into your cape, and have your happiest Halloween yet!