Google's 2026 Frightgeist report ranks Halloween costume and movie search trends

Key points

• Google's annual Frightgeist overview lists the most-searched Halloween costumes by U.S. region, plus kid, pet and couple costume lists.
• Top movie-inspired costumes include Buddy the Unicorn from "Buddy," Nikki from "Obsession" and Agamemnon from Nolan's "The Odyssey."
• A Trending Map shows the top costume trends for each U.S. state, and a most-searched horror movies list is included.

Why it matters for marketers: Content teams can align Halloween promotions and displays with regional costume search interest and the movie tie-ins driving it.