Key Takeaways
• Branded Costumes From Popular Brands: Cult-followed companies like Chipotle, Auntie Anne’s, Dunkin’ Donuts and Crocs have all launched branded Halloween costumes ahead of this year’s spooky season.
• Engagement With Younger Demographics: These branded costumes are tapping into the enthusiasm of Gen Z and millennials for Halloween, driven by social media trends and cultural engagement. This demographic’s excitement is contributing to a projected $11.6 billion in Halloween spending.
Move over, superheroes and witches. There are new Halloween costume classics in town.
Companies from Chipotle to Cinnabon have released official branded costumes in the weeks leading up to the holiday, offered either through their corporate stores or in partnership with Halloween costume retailer Spirit Halloween.
Halloween hype seems to be higher than ever, especially with Gen Z and millennials, according to AdAge. Social media has extended the reach of both Halloween celebrations in general and trend-based costumes, and younger demographics’ enthusiasm for cultural trends has them eager to engage earlier and earlier in the year.
“Halloween is no longer just a kids’ holiday,” Katherine Cullen, VP of industry and consumer insights at the National Retail Federation (NRF) told AdAge. “It started with millennials and has continued on with Gen Z for something that young adults are continuing to participate in whether or not they have children.”
With total Halloween spending projected to reach $11.6 billion this year according to the NRF, companies are capitalizing on consumers’ spooky season frenzy by getting in on the largest spending category: costumes.
And as a result, Dunkin’ Donuts devotees, Auntie Anne’s aficionados and Crocs connoisseurs alike can all rep their favorite brands on Halloween night.
Chipotle
Fast-casual Mexican chain Chipotle has long been known for creative promotional partnerships and for leveraging memes on its social media channels – and that’s where its collection of Halloween costumes spawned as well.
In 2022, the brand posted an image of a fake Spirit Halloween costume for a “Chipotle Fork,” which was followed in 2023 with a similar meme of a “Chipotle Napkin” costume.
Now, those jokes have been brought to life in partnership with Spirit Halloween. Chipotle cheerleaders can purchase one of five unitards, retailing for $39.99 each, to turn them into a variety of Chipotle staples – the fork and napkin, of course, but also a Chipotle to-go bag, water cup or burrito. (Or rather, “Boo-rito” – the long-standing theme of Chipotle’s Halloween promotions.)
Butterfinger
Also available at Spirit Halloween this year? A very on-theme Halloween costume to turn you into classic candy bar Butterfinger.
The partnership between Butterfinger and the costume retailer started last year when the peanut butter candy was dubbed the “official candy bar of Spirit Halloween,” with stores handing out free Butterfingers to shoppers. This year, they took the collaboration one step further with an official costume, complete with the easily recognizable bright yellow wrapper of the candy bar. It retails at Spirit Halloween for $39.99.
Auntie Anne’s/Cinnabon
If burrito- and candy bar-branded costumes haven’t made you hungry enough, fear not – Auntie Anne’s and Cinnabon have also teamed up to launch a pair of sweet-and-salty costumes at Spirit Halloween.
Cinnabon’s contribution is a wearable cinnamon bun box, retailing for $49.99, that will make you look “like a total snack,” according to the product description. Or dress up as a bucket of Auntie Anne’s classic pretzel nuggets, complete with a jaunty cap to finish off the look.
Dunkin’ Donuts
Instead of turning you into a food item, Dunkin’s costume offerings are inspired by their “DunKings” Super Bowl LVIII ad from earlier this year, where Ben Affleck, Matt Damon and Tom Brady sport bright orange tracksuits and try to break into the music industry.
The official DunKings track pants and jackets – as well as the “DunKids” kids version – are sold out on the Dunkin’ store, but there’s also a Halloween costume available featuring a long-sleeve jersey DunKings shirt, bucket hat and sunglasses.
Oh, and if you’re more into the décor side of Halloween, the coffee giant has also brought back the six-foot inflatable version of its fall special “Spider Donuts” to haunt your front lawn this spooky season.
Crocs
Outside of the food world, fan favorite footwear brand Crocs has been celebrating “Croc-tober” this month with its announcements of a Croc costume, a life-sized version of its Classic Clog complete with rearrangeable decorative charms.
There’s even the opportunity to select whether you’d like to be a left or right Croc – talk about putting your best foot forward this Halloween.
