Halloween Is Coming: What Are People Searching For on Pinterest?

Sally from Nightmare Before Christmas is the top term thus far

About one-half of Halloween party décor ideas on Pinterest contain the word “balloons" Pinterest
Headshot of David Cohen

There have been 95 million Pinterest searches related to Halloween over the past year, up 51 percent year-over-year, and Pinterest shared some of the top trending topics so that brands can get a jump on spooky season.

In the makeup and beauty category, face paint is drawing a good deal of search attention, with searches for spider-web-inspired eyeliner up 71 percent year-over-year, while galaxy and celestial patterns are up 158 percent over the same time period, pumpkin makeup is up a whopping 884 percent, leopard print rose 66 percent year-over-year and makeup inspired by Sally from Nightmare Before Christmas, the most-searched Halloween-related term this season, jumped 91 percent versus last year.

Stitch nails, up 32 percent year-over-year, and stiletto nails (52 percent) are also scratching the search surface on Pinterest.

Costumes from blockbuster films are also turning up in Pinterest searches, including I, Tonya (up 720 percent year-over-year), The Incredibles (669 percent), Black Panther (504 percent) and Mamma Mia! (1,636 percent), according to data from Pinterest and Lyst.

Group Halloween costumes have seen an 83 percent leap in Pinterest searches since last year, driven by desserts (up 118 percent) and GLOW-inspired 1980s-style wrestling costumes (186 percent).

Family costumes have experienced an annual spike, as well, highlighted by dinosaurs (up 803 percent year-over-year), Neverland (250 percent), avocado toast (245 percent), boba tea (567 percent), llama (382 percent), Boss Baby (241 percent) and looks inspired by old ladies (81 percent).

Entertaining is a Pinterest search mainstay, and types of food feeding the search frenzy include pumpkin chicken and rice-stuffed peppers (86,000 Pins saved), jalapeno popper mummies (138,000) and rotten deviled eggs (66,000).

Pinterest users looked to quench their guests’ thirst by saving Pins for fog drinks (41,000), as well as red and rum-based beverages (each up 50 percent year-over-year).

You can’t have Halloween without candy, and chocolate led candy searches, up 87 percent compared with the previous year.

Decorations are also a Halloween highlight, and for the home, Pinterest users are searching for dry ice centerpieces (up 280 percent versus last year), pumpkin lanterns (324 percent), drip-painted pumpkins (185 percent), floating witch hat luminaries (485 percent), Halloween wreaths (254 percent) and spooky window silhouettes (147 percent).

About one-half of Halloween party décor ideas on Pinterest contain the word “balloons,” with examples including black-and-orange balloon garland and inflatable jack-o-lanterns.

And it’s not just about the home, as one out of every 10 Halloween searches on Pinterest are for workplace décor, and searches for trunk-or-treating skyrocketed 2,183 percent versus the prior year.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
Publish date: September 27, 2018 https://dev.adweek.com/digital/halloween-is-coming-what-are-people-searching-for-on-pinterest/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT