Halloween Buyer Behavior: Spooky Stats for 2012

American consumers will spend $8 billion on Halloween this year, with an estimated $2.87 billion on Halloween costumes, according to a NRF survey conducted by BIGInsight. Now is the time to take advantage of the last-minute-costume-buying craze. For that reason, we want to share with you some insights to help you customize your content accordingly (and perhaps see a some extra revenue as a result).

Don’t be shocked if you spot a coworker in witch garb. The NRF survey indicates that 6 million adults plan to dress as a witch this year, and 3.2 million will dress as vampires. With the approach of the November elections, politics-related costumes are in high demand: more than 67,000 Halloween partygoers indicate they’ll wear something political. For kids, princess costumes take the number one spot at 9.7%, with Batman at 5.4% and Spiderman at 4.6%.

Recently cited Google search data provides a great indicator of what topical costumes people will be wearing this year. For example, searches for “Gangnam Style costume” rose nearly 400% in the past 30 days, and searches for “Big Bird costume” rose nearly 500% since the first presidential debate. Also worth mentioning: “Replacement Refs costume.”

Among the over 30,000 merchants VigLink partners with, here are several Halloween costume merchants that offer a huge selection of both the traditional and the topical. Consider linking out to these merchants to see a Halloween-related revenue spook spike:

WholeSale Halloween Costumes

Costume Discounters


Spirit Halloween

Costume Craze

Costume SuperCenter


Happy Halloween!

Whitney Smith, VigLink Marketing Communications Manager



By identifying commercial products mentioned within a publisher’s content, VigLink automatically invigorates those terms by transforming them into revenue generating hyperlinks whose destinations are determined in real-time, advertiser-bid auctions.