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Google shares 2026 Halloween trends

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Google shares 2026 Halloween trends

This year’s annual Frightgeist overview offers movie-inspired costumes from films including “Obsession,” as well as regional U.S. trend advice.

Google just published its 2026 Frightgeist Halloween trends overview, which provides insights into the most-searched Halloween costume ideas by region.

The company’s annual Frightgeist list can help to guide marketing approaches by highlighting what’s driving interest ahead of spooky season. This way, businesses can angle product displays and promotions toward popular themes. The guide can also offer inspiration for Halloween outfits.

As shown in this list, the top movie-inspired costumes this year include Buddy the Unicorn from the new horror film “Buddy,” Nikki from the horror film “Obsession” and Agamemnon from director Christopher Nolan’s adaptation of “The Odyssey.”

The guide features insights on each listed costume that offer deeper insights into where in the U.S. each costume is trending and how much momentum each trend has gained in overall search activity this year.

There are also lists featuring the top kid costumes, pet costumes and couple costumes, as well as a list of the most-searched horror movies.

Google also provided a Trending Map feature, which enables users to see all the top costume trends for each U.S. state.

Google’s Frightgeist provides an interesting snapshot of annual Halloween trends and shows what’s gaining momentum among web searchers. The guide also reflects pop culture trends more broadly, which, as noted, could benefit marketing and display plans.

In addition, Google said people can use its Lens feature to scan their wardrobes and get tips on how to create a Halloween costume from clothes they already have.


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