Halloween Provides A Glimpse Into The Top Millennial Trends

Halloween isn’t just a chance to dress up, eat lots of candy, and watch scary movies. It’s a major time for marketers to understand consumers who are expected to spend $8 billion on the holiday this year. Besides tricks and treats, Halloween provides perspective on some of the biggest trends...just take a look at what people are dressing up as and how they get their costume ideas. So in the spirit of Halloween, we spoke to more than 700 Millennials about their Halloween outfits and inspiration, and many of our findings offer insights to further understand this generation.

WaldoThe ‘90s Are All That

It’s no secret that Millennials are nostalgic for the ‘90s, but Halloween highlights just how much they miss this decade and the simpler times that it represents. Many Millennials mentioned that they dressed up/are dressing up as iconic characters from ‘90s TV shows, books, video games, and even board games because these characters and objects are meaningful to them. For example, one Millennial told us that she dressed as Ms. Frizzle from the books and show “The Magic School Bus” because she loved the series growing up and still thinks it’s awesome. Another said he dressed as Chuckie from “Rugrats” because he too enjoyed it as a kid and still does thanks to reruns. Another Millennial said she's being a character from Candy Land, which is particularly relevant with the resurgence of board games. Numerous other young people mentioned that they're dressing as Pokeman, Mario (from Super Mario Bros.), Waldo, the Teenage Mutant Ninja Turtles, and the always popular Disney princesses. As many of these characters are coming back through reboots or the wave of ‘90s nostalgia taking culture by storm, Millennials are very much excited and want to show their enthusiasm for this period.

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Quote of the Day: “It's free to walk to work and I get some exercise in.”—Female, 26, NY

Niche beauty brands have blurred gender lines at their core—can large cosmetics companies play catch up without seeming “disingenuous”? Milk Makeup and Fluide have built their brands on being inclusive, but larger brands sometimes strike consumers as hopping on the band wagon when they try to do the same—especially since they created so many of the gender norms they’re now rallying against. The best way for them to get in on the trend? Start by making their hiring process more inclusive both “behind the lens” and in front of it. (Fast Company)

Starbucks thinks the “health and wellness” trend is to blame for declining Frappuccino sales. Despite marketing efforts like the Unicorn Frappuccino, syrupy drink sales are down 3% from last year. However, rivals like McDonald’s and Dunkin' Donuts could be stealing sugary beverage sales from the coffee giant, meaning young consumers’ penchant for healthification isn't necessarily the culprit. In fact, McDonalds recently debuted two new frozen drinks that earning praising on Twitter. (NYPFox News)

Apple is getting into kids’ content, teaming up with Sesame Workshop for a slate of original shows. Live-action, animated, and puppet-based series will be included in the programming, but Sesame Street itself is not part of the deal. There are no details yet on where Apple will release the shows, meaning they could either shop them to another platform or debut them on their own streaming platform. Considering that Apple has several original program deals in the works, they could be looking to bulk up their own bid in the streaming wars. (Kidscreen)

Twitter and Tumblr posts are getting a new lease on life—as screenshots on Instagram. While young users of Twitter and Tumblr have declined, Ypulse’s Social Media Trackerfound that over half of 13-35-year-olds use Instagram daily. Instagram is the preferred place to post memes, despite many accounts creating their content elsewhere. Why do they switch platforms to post? Instagram’s Discover tab allows faster browsing than Twitter, while Instagram images are displayed in full rather than being cut off, like they are on Twitter. (The Verge)

Eggo sales are down in between seasons of Stranger Things. Yes, the sci-fi series has that much influence on the frozen waffle’s revenue. One Eggo executive explains that they “quickly leveraged the [resulting] consumer engagement” from the show, and it paid off: sales jumped 14% in the fourth quarter of 2017 and 9.4% for the first four months of 2018. However, fewer people are binging the Gen Z & Millennial favorite these days, so Kellogg’s frozen pancakes, waffles, and French toast sales have slowed to just 1.3% year-over-year. (CNN)

Quote of the Day: “I fell in love with trance music.”—Male, 23, NY

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