• Passio Consulting

Data is the best storyteller

We all know this Halloween won’t be typical.

Despite, the DGS/OMS advises people to refrain from hosting or attending gatherings, and parents against sending kids trick-or treating this year, Google Trends data shows a rocky road ahead for the first holiday of the fall and winter season, but not all is lost when it comes to the holiday.

Halloween it’s tons of fun for everyone, with candy and spooky costumes, but it’s also a fantastic marketing opportunity to marketers and businesses. Spooktacular marketing data that everyone could use to their advantage.


Despite the pandemic, people are still spending the same amount of money celebrating Halloween as they have in the past.


Google has released data on the most popular Halloween costumes of 2020 based on trending searches (in the United States).

These are the top 5 trending Halloween costume searches overall:

  1. Cobra Kai (from a popular Netflix series)

  2. Dungeon Master (from the role-playing game Dungeons & Dragons)

  3. The Mandalorian (from Disney+ series )

  4. Space Cowgirl (a DIY costume that combines outer space and country/western aesthetics)

  5. Trolls (from the new movie Trolls 2)

In the most Popular Halloween Costumes for Kids, Google notes that witches are very in, as three of the top 5 searches are famous witches.

  1. Supergirl

  2. Flamingo

  3. Hocus Pocus

  4. Witch

  5. Glinda

And we can’t forget about the fur friends as they’re often made a part of the Halloween festivities as well:

  1. Cat taco

  2. Corgi stegosaurus

  3. Twinkie

  4. Beetlejuice

  5. Fish


Around the world, this celebration of all things spooky has become hugely popular – and thus is a major opportunity for retailers.


Originally a children’s event, now adults are getting down with the kids, and even pets are not left behind. Did you know that are women and children who are more searching online for Halloween costumes, recipes ideas, and party themes, and it’s the millennials in particular who are dressing for the occasion.

This scary good marketing data proves that Halloween consumerism is ALIVE, and data can help to reach the right audiences. We need to know our audience and their habits to build the most-effective creative campaigns around candy, costumes, decorations and Halloween theme.

Data about food-related content reveals some sweet opportunities for reaching candy buyers. Data from fashion-related ads shows how to reach audiences looking for Halloween costumes. Data from home-related content to source the biggest opportunities for driving engagement from Halloween decoration ads.

Even for those who aren't selling Halloween products, it’s a good opportunity to make some references about this festive holiday, with the right hashtag, content or campaigns.


Traditional Halloween activities are fun, but some can increase the risk of getting or spreading COVID-19 so plan alternate ways to participate in Halloween.

We all need a break from this pandemic, so have fun but stay safe!



by Tânia Espinheira

Design & Marketing Manager @Passio Consulting