What Men and Women Are Dressing Up As This Year
By Joshua Weiss | October 30, 2026
Halloween 2026 has produced an interesting combination of nostalgia, celebrity tributes, horror movie characters, superheroes, and some downright bizarre pop culture choices. And if Google searches are any indication, we’re going to see quite a few people dressed as a unicorn this year. Apparently, that’s where we are as a society.
I researched the latest National Retail Federation (NRF) consumer survey, Google’s 2026 Frightgeist costume rankings, retail trends, costume searches, and reporting from fashion and entertainment publications.
There is one important note of reference, there is no single authoritative national sales chart ranking costumes separately for men and women. The lists below combine actual consumer survey results, search popularity, retailer demand, and the year’s biggest cultural trends. I’ve separated the recommendations by the costumes most likely to appeal to men and women, rather than pretending the data provides a precise gender-specific sales ranking.
So How Big is Halloween in 2026?
- $13.5B Expected total Halloween spending
- $4.4B Expected costume spending
- 71% of consumers are planning to purchase costumes
- 7,889 Consumers surveyed by NRF (National Retail Federation)
The NRF survey also found that adults are spending approximately $2 billion on costumes. Classic characters remain extremely popular, but entertainment, celebrity culture, and viral internet trends are influencing what people are buying.
TOP 10 HALLOWEEN COSTUMES FOR MEN IN 2026
Ranked editorial selection based on adult costume survey data, Google searches, pop-culture interest and retail trends.
1. Batman
Batman ranks third among adult costumes in the NRF survey. The character remains a Halloween staple because the costume is instantly recognizable, has decades of movie and comic-book history, and appeals to multiple generations.
2. Michael Jackson (Thriller era)
Google’s data shows Michael Jackson costume searches at their highest level in 10 years. The iconic red Thriller jacket, black loafers, and white socks make this one of the most recognizable celebrity costumes of the year.
3. Agamemnon from The Odyssey
Christopher Nolan’s 2026 film has brought Greek mythology back into the pop-culture conversation. Google’s Frightgeist ranks Agamemnon fourth among trending costume searches. Armor, a cape, a crown, and a sword complete the look.
4. Oliver Tree
The eccentric musician’s distinctive bowl haircut, oversized clothing, and unusual fashion choices make for an instantly recognizable costume among his fans. Oliver Tree ranks sixth on Google’s national trending list.
5. Skeletor
Nostalgia is doing some heavy lifting in 2026. The Masters of the Universe villain ranks 19th on Google’s national list. The purple hood, skull face, and evil personality make it a popular choice for fans of classic cartoons.
6. Kenny Rogers
Another celebrity tribute, and a particularly easy costume to assemble. A white beard, western shirt, gray hair, and a deck of cards recreate the legendary country singer’s look. Google ranks him 14th nationally.
7. Vampire
One of the most popular adult Halloween costumes according to the NRF. Vampires rank second among adult costume choices, with an estimated 4.2 million people planning to wear one. It is timeless, easy to assemble, and doesn’t require much explanation.
8. Spider-Man
Spider-Man continues to enjoy enormous popularity across generations. The NRF reports that he is among the top adult costume choices and remains the leading children’s costume. Superhero movies and nostalgia keep the character relevant.
9. Doctor Doom
Comic-book fans have plenty of reasons to embrace this villain. Doctor Doom is among the characters appearing in Google’s 2026 national top 25. The metallic mask, green hood, and imposing armor make it a strong costume choice.
10. Buddy the Unicorn (Google’s No. 1 trending costume)
This is the bizarre one. Buddy is the villain from the 2026 horror comedy Buddy. Google’s Frightgeist ranks the character number one nationally. It combines an innocent-looking unicorn with a horror movie twist, making it an unusual conversation starter.
TOP 10 HALLOWEEN COSTUMES FOR WOMEN IN 2026
Ranked editorial selection based on Google search interest, fashion retailer research, costume trends and classic adult costume popularity.
1. Witch
The NRF estimates 4.8 million adults will dress as witches this Halloween, making it the most popular adult costume in its survey. Classic black dresses, pointed hats, makeup, and accessories keep this costume at the top.
2. Nikki from Obsession
The horror movie character ranks third nationally on Google’s trending costume list. Her red-and-black zebra-print outfit, black shorts, knee high boots, and fake blood have become a recognizable Halloween look. Retail marketplace searches have also increased.
3. Dolly Parton
The country music legend is receiving a tremendous amount of attention following her reported passing in 2026. Her signature blonde hair, glamorous outfits, and larger than life personality have inspired a wave of tribute costumes. WWD reports more than 440,000 Google searches for Dolly Parton Halloween costumes in one month.
4. Britney Spears (2001 VMAs)
The iconic green outfit and snake from Britney’s 2001 MTV Video Music Awards performance are getting renewed attention for the 25th anniversary. It is one of the most recognizable pop-culture fashion moments ever, and a natural Halloween choice.
5. Miranda Priestly from The Devil Wears Prada 2
The return of the fashion world’s most intimidating fictional editor has sparked renewed interest. WWD reports searches for Miranda-inspired fashion, with faux-fur coats up 190% and purple dresses up 164% on Vinted. The silver hairstyle and sophisticated wardrobe are the key elements.
6. Calypso from The Odyssey
Charlize Theron’s portrayal of the mythological goddess has inspired costume searches. Flowing dresses, gold accessories, goddess inspired makeup, and gladiator sandals make this an attractive choice for women looking for something more elaborate.
7. Medusa
WWD reports that Google searches for Medusa Halloween costumes surged 40% in 24 hours. The snake covered hairstyle, dramatic makeup, and Greek mythology connection make this one of the year’s most visually striking costume ideas.
8. Taylor Swift
Her high profile relationship with Travis Kelce continues to create recognizable fashion moments. WWD highlights a Chiefs inspired Taylor Swift look that went viral after a September football appearance. A Chiefs shirt, blonde wig, and football accessories complete the costume.
9. Cowgirl
Western fashion has been popular for several years, and it isn’t going away. Cowboy boots, fringe, hats, denim, and western accessories make this a versatile costume that can be dressed up or down.
10. Cleopatra
Some costumes simply never go out of style. Cleopatra remains a popular choice because of the elaborate gold accessories, Egyptian inspired dresses, dramatic makeup, and instantly recognizable royal appearance. WWD included her among its top 10 costume predictions for 2026.
What’s Popular in South Florida?
Here’s where things get particularly interesting. Google’s regional Frightgeist data identifies the top trending costume in the Miami-Fort Lauderdale market as:
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