Who’s Winning Halloween?

We got our first Christmas card this week! That’s crazy. They’re skipping the best holiday: Halloween! Fortunately, not everyone is skipping the year’s most fun holiday. In fact, candy and costumes are flying off the shelves. HookLogic has released a report on the leading costumes and candies of the spooking season.

We got our first Christmas card this week! That’s crazy. They’re skipping the best holiday: Halloween!

Santa on HalloweenFortunately, not everyone is skipping the year’s most fun holiday. In fact, candy and costumes are flying off the shelves. HookLogic, a New York-based performance marketing platform, is tuned in to the research folks are doing for the national masquerade. Aggregating data from U.S. consumer searches and retailers like WalMart, Target, PeaPod and Fresh Direct, HookLogic has released a report on the leading costumes and candies of the spooking season.

Costumes: Halloween of the Mouse

Halloween is the season of monsters, right? Werewolves, vampires, ghosts, slasher film stars? Zombies! Zombies are huge, still, right? I can’t open Facebook without seeing The Walking Dead all over the place.

Not anymore! Here are the Top 10 costumes searches being done in 2016.

  1. Disney
  2. Spiderman
  3. Deadpool
  4. Descendents
  5. Light Saber
  6. Cinderella
  7. Ariel
  8. The Flash
  9. Stormtrooper
  10. firefighter/fireman

When you consider that Marvel and Star Wars are also owned by Disney, that entire list belongs to The House of Mouse except The Flash (DC, owned by Warner Bros.) and the fireman at the bottom.

Disney Fire Department
9 out of 10 ain’t bad.

I didn’t realize just how complete Disney’s pop culture domination had become until I saw that list. It’s hard to escape the fact that Disney is winning at the box office, but now they’ve got Halloween too.That’s a strong brand.

Candy: The Sweet Tradition

Unlike costumes, the list of leading candies doesn’t look much different than the stuff I used to get when I went trick or treating as a greedy teenager.

  1. M & M
  2. Hershey
  3. Reeses
  4. Skittles
  5. Snickers
  6. Ghirardelli
  7. Twizzlers
  8. Lindt
  9. Kisses
  10. Twix
  11. Dum Dums
  12. Orbit
  13. Nerds
  14. Pez
  15. Lifesavers
  16. Airheads
  17. Trident
  18. Smarties
  19. Altoids
  20. Brookside
  21. Pocky
  22. Cadbury
  23. Haribo
  24. Sixlets
  25. Werthers
  26. Toblerone
  27. Payday
  28. Brachs
  29. Warheads
  30. Milka
  31. Mars
  32. Wonka
  33. Rolos
  34. Kitkat
  35. Trolli
  36. Lindor
  37. Whoppers
  38. Crunch
  39. Ferrero
  40. Sweetarts

Next year, I fully expect Disney to launch its own line of confectionery.

Takeaways

What does this mean to us as marketers?

  • Disney’s winning everything; monsters are no match for family entertainment.
  • People want to wear what’s hot, but eat the old faves.
  • And for the love of Jack O’ Lantern, let Santa sleep till Thanksgiving.