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: “Music plays a very important part in my life, especially since Beyoncé is my favorite artist. Her music helps me get through things.” –Male, 14, IL 

Millennials’ wanderlust is no secret, and Ypulse’s May monthly survey found that 72% of 13-32-year-olds are interested in travel. How they travel may be different from previous generations though. A study by Marriott Rewards Credit Card found that 84% of 18-34-year-olds would travel to participate in volunteer activities, compared to 68% of Xers and 51% of Boomers. Younger travelers are also more likely to seek out adventurous activities, and cultural hot spots. (Business Wire)

Short-form video has become more important than ever, and “YouTube alone” may not be enough to capture Millennial and teens’ attention. Short content like six-second Vine videos appeal to young consumers who are overwhelmed with content options, and want to easily share what they see. Brands that create “succinct, punchy, and memorable” clips can stand out—4% of the top 100 tracked Vine videos is already branded content. (Marketing Magazine)

Taco Bell and Pizza Hut are going “natural” to appeal to health-conscious young consumers. The chains have announced that they’ll be eliminating artificial colors and chemical ingredients from menus in the coming months, including dyes and high fructose corn syrup. The move continues the trend of big food brands incorporating fresher and less processed ingredients, and attempting to appeal to Millennials’ dining preferences. (Mashable)

It’s graduation season, which means that thousands of diploma-toting Millennials will be coming face to face with their student loan debt. Earnest is a startup that wants to help them deal with it, and navigate a system that “isn’t built right.” The site helps members to refinance and manage all of their loans to reduce their payments and create a payment schedule in just a few clicks. (Fast Company)

Minecraft has become wildly popular with young consumers, so it only makes sense that other brands would want a piece of their virtual building action. Lego may be building a Minecraft rival, called “Lego Worlds” where players can create and explore a digital universe made, we would assume, with Legos. Speculation is that more information about the project, which has only been spotted on current Lego instructions, could come out at next month’s E3 conference. (The Next Web)

Are Millennials and teens watching more streaming than cable? Our tracked data trends have all the stats on that, thanks to our monthly survey of 1000 13-32-year-olds nationwide. Our Silver and Gold subscribers get access to regularly updated charts following their media consumption. We do the heavy data lifting for you, and we’re constantly adding new data to our trends. (Ypulse)

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