Once considered a purely Western celebration, Halloween festival is steadily finding its place in Nairobi’s urban social calendar.
The trends might seem somewhat foreign, as the celebration isn’t traditionally observed here, however, the underlying patterns reveal much about global popular culture and the entertainment industry’s reach.
The characters that dominate Halloween costume searches are the same ones featured prominently in cinemas and on streaming platforms accessed throughout the country.
Across the capital, themed events, elaborate costumes and pumpkin-lit parties are proving that people are actually investing in the idea.
The festival comes with the annual tradition of dressing up in elaborate costumes and we bring you the most coveted costumes of this year.
The undead are leading the charge, with Count Dracula emerging as the most sought-after Halloween costume this year.
The classic vampire character has captured the imagination of millions who have searched online for ways to recreate the iconic look.
The finding comes from Heepsy, an influencer marketing platform, which analysed online search patterns, franchise popularity, costume prices, and the accessories that come with each outfit to determine which characters people most want to embody this Halloween.
For those of us in Kenya watching these trends from across the Atlantic, Halloween might seem like a distant celebration.
However, the influence of American popular culture reaches far beyond its borders, and understanding these trends offers insight into the massive entertainment industry that shapes global tastes in film, television, and fashion.
Americans take their Halloween celebrations seriously, spending more than $4billion (approximately Sh516billion) on costumes alone each year.
Dracula
Leading the pack this year is the vampire costume inspired by Dracula, priced at 30 USD (approximately Sh3,900).
The outfit comes complete with a flowing cape, realistic fangs, a medallion, and a vest, everything needed to transform into the legendary Transylvanian count.
The classic Dracula film boasts nearly 8million fans across America, and it appears that 1.5 million of them are keen to channel their inner vampire for this year’s celebrations.
The enduring appeal of Dracula speaks to the power of classic horror. Despite being over a century old as a character, Count Dracula continues to captivate new generations.
The vampire’s sophisticated yet menacing persona offers the perfect balance of elegance and fright, making it an attractive choice for Halloween revellers of all ages.
Harley Quinn
Coming in second place is Harley Quinn from the recently released “Joker: Folie à Deux” film. Approximately 1.3 million people are planning to adopt this character’s distinctive look for Halloween. However, embodying the chaotic anti-heroine comes at a cost. At $70 ( approximately Sh9,100), this is the most expensive costume among the popular choices.
The outfit includes pigtails, a mallet, and makeup, allowing fans to recreate Harley Quinn’s signature anarchic style. The character’s popularity reflects the massive success of the Joker franchise, which has 3.5 million dedicated followers. Harley Quinn represents a modern icon of rebellion and unpredictability that resonates with younger generations worldwide.
Batman
Batman claims third position in the rankings, with approximately 1.2 million searching for his costume online.
The Dark Knight boasts an impressive fan base of 34.1 million people across all comic book series and films second only to Spider-Man in terms of franchise popularity. The costume, priced at $55 (about Sh7,150), includes the iconic mask, cape, and utility belt that have defined the character for decades.
Batman’s consistent popularity demonstrates the enduring appeal of superhero narratives. For many, the character represents justice, resilience, and the triumph of good over evil .
Jack Sparrow
The pirate captain Jack Sparrow from Pirates of the Caribbean secures fourth place, with 1.1 million people planning to don his distinctive look. Priced at 37 US dollars (approximately Sh4,800), the costume includes a hat, sword, beads, and compass.
The character’s quirky personality and memorable mannerisms, brought to life by actor Johnny Depp, have made Jack Sparrow a Halloween staple since the franchise’s debut.
Beetlejuice ranks fifth, experiencing a revival in popularity thanks to a new sequel released this year. The character’s comeback has prompted 1 million people to search for his costume, which features a distinctive striped suit, green wig, and pale makeup. At $60 (about Sh7,800), the outfit allows fans to embrace the character’s mischievous spirit and gothic aesthetic.
Beetle Juice
Beetlejuice ranks fifth, as the new sequel brought the character’s popularity back this year. Right now, 1M people are looking up his costume, with the full outfit costing about Sh7,700. The Beetlejuice complete look consists of a striped suit, green wig, and pale makeup.
Joker
Batman’s arch-nemesis, the Joker, occupies sixth place with 858,000 searches. The character commands a devoted following of above 19.7 million fans. Priced at roughly Sh7,000, the costume includes a purple suit, green wig, and makeup. The Joker’s popularity reflects society’s fascination with complex villains who challenge conventional notions of morality.
Wednesday Addams
In seventh position is Wednesday Addams, whose popularity received a significant boost from the recent Netflix series. The show attracted 15.4 million viewers in America only, and now 770,000 people are considering wearing the character’s signature black dress to Halloween parties.
At Sh4,160 Wednesday’s costume represents one of the more affordable options on the list.
The character’s deadpan humour and gothic sensibility have struck a chord with audiences, particularly younger viewers who discovered the Addams Family through the Netflix series rather than earlier films or the original television show.
Poison Ivy
Poison Ivy, another character from the Batman universe, ranks eighth with 746,000 online searches. The costume, priced at $43 (about Sh5,590), includes a green bodysuit, red wig, and vines. The character has become a particularly popular choice among women seeking powerful, distinctive personas for Halloween.
Poison Ivy’s environmental activism within her storyline also adds a layer of contemporary relevance that appeals to environmentally conscious consumers.
Mario
Mario from “Super Mario Bros” claims ninth place, demonstrating that gaming characters hold their own against film and television personalities. Approximately 623,000 people have searched for Mario’s outfit whilst preparing for Halloween. At $36 (roughly Sh4,680), the costume includes a red cap, overalls, and a moustache instantly recognisable elements that have defined the character since his creation in the 1980s.
Mario’s enduring popularity across generations makes him an ideal choice for families celebrating Halloween together. Parents who grew up playing Super Mario games can share their nostalgia with their children, who continue to enjoy new iterations of the franchise on modern gaming platforms.
Spider-Man
Rounding out the top ten is Spider-Man, the most popular franchise on the entire list with more than 54 million fans in America. Despite this massive following, only 509,000 people are searching for Spider-Man costumes this year. However, the character offers the most budget-friendly option among trending choices, with costumes priced at $27 (approximately Sh 3,510).
The full suit comes with web shooters, allowing fans to embody their friendly neighbourhood superhero without breaking the bank.
Spider-Man’s accessibility in terms of price might actually work against its ranking in search numbers, as many people already own the costume from previous years or can easily acquire it without extensive online research.
According to Tabi Vicuña, founder of Heepsy, the influence of films and television shows on Halloween costume choices cannot be overstated.
“Movies and TV shows have the biggest influence on what people wear for Halloween,” Vicuña explains. “We spend around 10 hours every week watching streaming services, which means by the end of the year, we’ve been exposed to hundreds of characters and stories.”
This observation highlights a crucial aspect of modern entertainment consumption.
With streaming platforms now accessible globally, audiences worldwide are exposed to the same content.
By the time Halloween arrives, move lovers have spent countless hours engaging with these characters, building emotional connections that translate into costume choices.
Source: https://www.heepsy.com/