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.
The ‘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.
Revenge of the…