Oh yeah, it's that time of the year again. Pumpkin spice everything, skeletons that never made it off the walls last year, and Google interrupting to inform us about what's "trending." Because we can't possibly choose a costume without getting the approval of the algorithm first.
Google Frightgeist is returning for 2025, along with the new breakdown of all the things everyone's looking for this Halloween: costumes, makeup, decor, food, even dog clothes. Because your golden retriever has to feel the stress of pop culture zeitgeist too.
Apparently, this year's number-one costume is "K-Pop Demon Hunter," which is just what it sounds like, someone throwing darts at a wall of buzzwords and going, "perfect."
Other popular possibilities include Labubu (the creepy-cute gremlin thing your niece is constantly yapping about), Elphaba from Wicked (thanks, Ariana Grande), Chicken Jockey (Minecraft enthusiasts, get on it), and, inexplicably, The Lorax. Yes, the orange tree dude. Nothing says Halloween more than environmental guilt and a mustache.
If your idea of being scary is dressing like a cartoon eco-warrior, you’re right on trend.
Google's list of costumes is not limited to humans alone. They also followed what couples and pets were wearing, naturally. Be prepared for sightings of identical "Barbie and Ken" pairs who peaked in 2023, and canines costumed as tacos, pumpkins, or whatever "hilarious" Amazon ad pops up on your browser two days before Halloween panic sets in.
Trending dog costumes even have their own category. Somewhere in the world, a data scientist spent a week parsing beagle costume metadata, and honestly, respect.
If you think the 12-foot skeleton fad will fade away, Google says it won’t. It’s still trending, still decorating lawns, and still confusing delivery drivers across America.
New this year, Frightgeist also tracks Halloween decoration searches. So your neighbor's enormous inflatable spider is now officially “data-driven.” And honestly, that’s what Halloween’s all about, pretending to be creative while secretly copying what’s trending online.
The Frightgeist website even has an interactive map of what’s hot by state. Click around and confirm that yes, Florida remains strange, and California has made Halloween a side quest of Coachella.
Unfortunately, it's U.S.-exclusive, so if you're not in the States, you'll have to guess which regional boogeyman is trending. Or just put on a sheet and call it “Old School.”
If you're organizing a Halloween party, brand promo, or just want to stay culturally relevant, Frightgeist gives you a shortcut. You can use it to theme your posts, customize your ads, or simply confirm that originality is dead.
For advertisers, it’s a sneak peek at what will flood TikTok next month. Expect the K-Pop Demon Hunter hashtag to hit “please make it stop” levels by October 31.
Everyone else, consider doing the opposite. Pick something not on the list. Be the one guest at the party who doesn’t show up as a Netflix character with a sword. That’s real horror, standing out.
Google has once again taken the mystery out of Halloween by telling us what’s cool before we’ve even carved a pumpkin. But hey, if you’re short on ideas and long on indecision, this is your sign.
Just remember, when you’re out there dressed as a K-Pop Demon Hunter taking selfies next to a 12-foot skeleton, Google saw it coming months ago.
And somewhere out there, a dog in a pumpkin costume is going viral harder than you possibly ever will.
