Google has published its 2026 Frightgeist Halloween trends overview, revealing the most-searched costume ideas across the United States ahead of spooky season. The annual report shows what is driving interest among web searchers and how popular choices vary by region, giving shoppers and businesses an early read on this year’s Halloween mood.
Movie-Inspired Costumes Lead the Way
Film-themed outfits feature prominently this year. Top picks include Buddy the Unicorn from the new horror film “Buddy,” Nikki from the horror movie “Obsession,” and Agamemnon from director Christopher Nolan’s adaptation of “The Odyssey.” Each listing shows where in the U.S. the costume is trending and how much momentum it has gained in overall search activity this year.
Beyond movie characters, the guide includes lists of top kid, pet and couple costumes, along with the most-searched horror movies. A Trending Map feature also lets users view the leading costume trends in every U.S. state.
A Resource for Marketers and Costume Hunters
For businesses, the Frightgeist list can help guide marketing approaches. Brands and retailers can angle product displays and promotions toward popular themes, while the guide’s reflection of wider pop culture trends may also inform display plans.
Google is also encouraging people to use its Lens feature to scan their wardrobes and get tips on creating a costume from clothes they already own. Lens can offer Halloween makeup inspiration too, and Google’s AI-powered search can help people find the best local celebrations.
Overall, Frightgeist offers an interesting snapshot of annual Halloween trends and shows what is gaining momentum among searchers. Whether you are planning a promotion or choosing a last-minute outfit, the guide provides a data-backed starting point for this year’s festivities.