The secret to winning customers? A little familiarity, a little magic.
Illustration: Inc; Photo: Adobe Stock, Getty Images
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Witches and vampires are winning Halloween, with Batman and Spider-Man close behind. According to the National Retail Federation’s 2026 survey, 4.8 million adults plan to dress as witches and 4.2 million as vampires. The takeaway for business leaders? In a world obsessed with what’s new, the familiar still wins. And that’s a lesson worth taking beyond Halloween.
Why a witch needs no explanation
A witch needs no explanation. Neither does Batman or Spider-Man. The meaning comes built in. So people don’t have to figure out what something is before deciding they want it. New movies and viral moments crowd social media, yet the biggest planned counts in the NRF data belong to characters people already know.
Familiar Halloween costumes share similarities with and running a business. As a founder, familiarity matters to your customer before they try something new.
The strongest offer often pairs something recognizable with something fresh.
Refreshed leadership advice from CEO Stephanie Mehta
What the costume says about you
A costume also says something about the person wearing it. For a few hours, you can tell a room you are funny, nostalgic, creative, or the only one who thought of this. Customers make the same choices with clothes, cars, restaurants, and brands.
Two people can buy the same product for different reasons: recognition, originality, nostalgia, and humor. The product does something. The choice also says something.
According to the NRF, nearly half of consumers use AI tools when shopping for Halloween, primarily to brainstorm ideas or get recommendations. Online search is still the top source of costume inspiration, but it fell to 32 percent from 37 percent, its lowest level in a decade.