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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Millennial News Feed

Quote of the Day: “I want to buy a home in the future so I can live in a place I earned for myself.” –Male, 25, PA

Millennials know how to score a deal online. New research has found that 18-34-year-olds are more than willing to bend the truth and use some hacks to get discounts and “game e-commerce”: 26% have intentionally given a fake birth date to get a coupon, versus 17% of all adults, and 47% will leave items in their online shopping bags on purpose in hopes the retailer will contact them with a discount later. (Adweek)

The creator of Vine has a new app that’s all about creativity and getting weird. Byte is inspired by vintage internet tools like Dreamweaver and Mario Paint, and gives users a slew of ”wild” features like drawing, music creation, and photo-editing that includes memes and GIFs. Where Vine limits users to 6-second loops to display artistry, Byte “destroy[s] the notion of constraints and see what emerges from the chaos.” (The Verge)

We often tell brands that young consumers are so massively influential because they are eager to share their opinions: if they like you, they’ll tell 200 of their friends, if they don’t like you, they’ll tell 2000, all with a simple click. Right now, they’re telling Urban Outfitters what they think of their pricing and products with the trending hashtag #UrbanOutfittersBeLike. Critics are using the tag to share images of simple everyday items like plastic bags and pencils along with fancy descriptions and ridiculous high price tags. (Digiday)

Young working moms today are “getting more love than ever,” and are more supported than those in previous generations. Recent research found that only 22% of 12th graders believe that kids suffer if their mom works, compared to 34% in the ‘90s, and 59% in the ‘70s. In 2012, 72% of adults agreed that “a working mother can establish just as warm and secure a relationship with her children as a mother who does not work,” versus less than half of adults in 1977. (Time)

Major toy makers have banded together to promote the power of playing. The new marketing campaign “The Genius of Play” is an effort from brands and retailers like Mattel, Hasbro, and Toys ‘R’ Us to encourage “open ended” playtime. Ten animated videos show parents and kids how toys and games can help emotional development, creativity, and other healthy skills. Parents are being asked to sign a “Play Pledge” to devote hours of their kids’ time to free-play. (StreamDaily

Our Q2 2015 Ypulse Quarterly report comes out today! Four times a year, we dig deep into three major trends we see changing the way that young consumers view the world, impacting how they behave, and shifting what they expect from brands. This report covers the trends Fame Redefined, Fit Gone Glam, and Home Sweet Home. Here’s a sneak peak of what’s inside! (Ypulse)

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