The Most and Least Popular Halloween Costumes of 2017 By Paid Search Clicks

Before it's too late, let's once again look into AdGooroo's crystal ball to see which costumes you are most -- and least -- likely to see while trick-or-treating tonight. To make our predictions we analyzed paid search clicks on U.S. Google text ads and product listing ads for 2,963 costume keywords from September 1 through October 15, 2017.

The Most Clicked Costumes 


This year's most popular costumes, ranked in order by paid search clicks, are:
  1. Harley Quinn
  2. Star Wars (general)
  3. Spider-Man
  4. Pirate
  5. Batman
  6. Dinosaur
  7. Wonder Woman
  8. Captain America
  9. Mermaid
  10. Stranger Things (general)
Nine of the top 10 most clicked Halloween costumes made our top costume rankings in previous years as well, with superheroes again leading the field in 2017, including DC villainess Harley Quinn, Spider-Man, Batman, Wonder Woman and Captain America.  Star Wars costumes ranked second, while non-pop culture costumes also figured in the ranking as well, including Pirate, Dinosaur and Mermaid. The only costume that was not among the leaders last year is the hit Netflix show Stranger Things. Last year, Stranger Things costumes were actually among the least popular by paid search advertising, likely because there were no official licensed costumes available at the time. That's changed this year and fans will no longer have to turn to DIY or Etsy for help dressing as Eleven and the rest of the gang.

A Selection of Least Clicked Costumes


Each year there are hordes of costumes among the least clicked in paid search advertising. The following is a selection for 2017:
  • Girl's Robot Costume
  • An Officer and a Gentleman
  • Baby Darth Vader
  • Rizzo from Grease
  • Men's Yoda Costume
  • Women's Elephant Costume
  • Men's Frozen Costumes
  • Bride Costume for Toddlers
  • Boys George Washington Costume
  • Men's Smurf Costume
Generally, it seems women and girls are avoiding costumes that may be bulky or unflattering this year. Girl's Robot and Women's Elephant are two good examples.

Men appear to shy away from costumes that may cause them to be perceived as less manly, including children's animation characters like the Olaf the snowman from Frozen and the Smurfs.

Similarly, Star Wars costumes may be among the most popular each year, but it appears not many men want to go as the diminutive Yoda.

Also in a galaxy far, far away, you may be hard-pressed to find parents who dress their baby as the evil Sith lord Darth Vader (especially when baby could go as something cute from the series...like Yoda).

In the category of nearly four decade-old movies, Rizzo from Grease is not a popular costume this year, although general Grease costumes ranked in the top 200. An Officer and a Gentleman is in a similar boat, perhaps because you would need to carry around a woman in a plaid shirt for anyone to know who you are.

Among founding father costumes, we were not surprised to find Broadway musical star Alexander Hamilton (ranked 87th in clicks) is more popular than George Washington (ranked 567th) and way more popular than Washington costumes for children (ranked 2,466th).

Lastly, I think most people can agree that bride costumes for toddlers have a certain ick factor.

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