We've teamed up with visual discovery app Pinterest to combine and crunch the data to predict what everyone will be wearing this Halloween.
While there’s still time to plan before the big day, user activity reveals that the keenest among us start planning and pinning Halloween outfits from spring onwards, giving us pretty strong early indications of the most popular costume ideas so far.
To compile this report, we've analysed searches, pins and saves across a combined pool of 180 million monthly users around the world so you don't have to go through the Halloween motions. In order of popularity, here’s the ultimate prediction list for what you’ll be wearing this Halloween:
1. Pennywise From IT
The bloodthirsty clown only re-emerged from the sewer and into cinemas earlier this month, but Pinterest saves for clown make up and costume ideas are up 941% YoY. We've tracked fashion searches for exaggerated ruffled shoulder shirts and white gloves, and noticed a 14% increase in searches for lace up pom-pom sneakers in the last month alone.
2. A Stranger Things Character
Last year we predicted that everyone would be dressing as Eleven from Stranger Things, and with Series 2 launching just before Halloween this year, the show remains a popular source of outfit inspiration. Pinterest saves on Stranger Things images are up 40X, but we predict more people will dress as Dustin, Mike and Lucas this year, with our data showing that searches for trucker caps and 1980s print tees are already on the rise.
3. A Beauty and The Beast Character
La La Land and Beauty and The Beast both caused spikes in searches for yellow dresses back in Spring, and Pinterest has seen a +680% increase in pins for Beauty and the Beast characters. Belle's iconic yellow tiered gown was also a key search trend around US Prom time, so it's not a stretch to think people might re-wear their yellow dresses for Halloween. Belle’s blue apron dress, and cute Chip the tea cup costumes are also popular costume searches online for something a little more fun.
4. A Giraffe
Put those cat ears away - the giraffe looks set to be this year’s must-have Halloween costume. Saves on giraffe make up and costume images are up nearly 1200% on this time last year on Pinterest, and while there are less giraffe-print items available than leopard or zebra print, searches for giraffe print are up 27% on Lyst since June.
5. Wonder Woman
Shoppers are looking for some specific pieces on Lyst to get the Wonder Woman look; searches for red corsets are up 115% year on year, and sales of chunky gold cuffs are up 15% since June alone. There are more than 230,000 Wonder Woman costume ideas saved on Pinterest right now so you might not be the only one wearing a gold tiara come October 31st.
6. A Game of Thrones Character
Thanks to Daenerys Targaryen’s epic wardrobe this season, global searches for grecian gowns are up 30% YoY on Lyst, and searches for light blue gowns (her favourite colourway) are up 160%. More than 400 people have just searched 'Daenerys' in the fashion search bar space on Lyst this summer in an attempt to get in on the trend before the inevitable pre-Halloween sell-out. Pinterest saves on Khaleesi-inspired looks are up + 91% YoY while King of the North, Jon Snow’s shaggy fur look hasn't escaped the GoT costume craze and is set to be a popular choice come October too. Pinterest saves for Jon Snow are up 280% year on year, and we're already seeing around 4000 searches a day for black and grey fur stoles.
7. A Baywatch Babe
This year’s revival of the Baywatch franchise means 147% more Pinterest users have saved a Baywatch costume compared to this time last year, and our data shows that global searches for red one-piece swimsuits increased by 240% this summer after the release of the Hollywood blockbuster.
8. A Hippie
The world is keen to embrace the swinging 60s hippie spirit this Halloween and beyond with searches for patterned flares are up over 150% since June, and everything from round lense coloured sunglasses and boho dresses selling out on Lyst. Hippie outfit idea saves are up 130% on Pinterest YoY which makes it a great time get that flower crown out again.
9. A Unicorn
Unicorn dressing was a popular trend during festival season, and looks set to continue through to Halloween too. Searches including 'unicorn' are up 130% on Lyst since May, and +110% YoY on Pinterest. With the unicorn craze taking over everything from frappacinos and haircuts, it's no surprise that unicorn headbands are the most wanted unicorn fashion product globally right now.
10. A Mermaid
Across the pond in the UK however, mermaids are already overtaking unicorns as fashion's most popular magical creature, with sexy sea siren looks starting to trend globally. With more than 1.4M saves on Pinterest and 8,000 searches a month globally for mermaid leggings on Lyst since July, you can expect to see a lot of mermaids at Halloween parties this year.