First National Goodwill Halloween Poll Reveals
Top “Do-It-Yourself” Costumes for Halloween 2014 & More
Goodwill’s First National Halloween Poll in partnership with ORC International research
Get out your scissors, glue guns and use your imagination.
According to a random national poll of American adults commissioned by Goodwills across the country, including Goodwill of Southern Nevada, 62% of women and 57% of men prefer “Do-It-Yourself” costumes over packaged products. Ages 45-54 are the strongest group of DYI at 68% (ORC).
Goodwill’s First National Halloween Poll contains a random phone and cell phone national survey of 1,005 respondents independently conducted by ORC International research, September 18-21, 2014 (margin of error +/- 3%); and a separate “Do-It-Yourself” national in-store costume straw poll of more than 8,000 respondents held in 90 Goodwill stores in Washington, California, Nevada, Texas, Illinois, Wisconsin, Minnesota and Florida on September 29 – October 6, 2014.
The national in-store straw poll shows zombies, pirates and vampires top the list for the hottest “Do-It-Yourself” costumes this Halloween for both adults and children. (See graph below).
Other notable results:
Goodwill’s National Poll (ORC) reports more than a third of adults (39%) plan to attend or host a party this year. 19% will attend a party for adults (3% will host); 16% will attend a party for both adults and children (4% hosting); and 15% will attend a party primarily for children (with 4% of brave adults hosting).
Funny and minimalist costumes topped the charts at 17%, closely followed at 14% by “very unique attire.” The iconic or classic costume was preferred by 11% of Americans, followed by couple’s costumes at 10%. Gory (4%), trend costumes (2%) and risqué attire (1%) lagged far behind the popular choices.
Half of adults prefer packaged children costumes (compared to 38% who prefer DIY), and there is still a huge market for adult packaged product, with 27% of men and 24% of women preferring packaged costumes.
IN-STORE NATIONAL STRAW POLL RESULTS
| RANK | Male Adults (1,201) | % | Male Teens (657) | % | Male Children (1,703) | % | ||
| 1 | Zombie | 8.1 | Zombie | 9.3 | Ninja Turtle | 7.0 | ||
| 2 | Pirate | 6.2 | Pirate | 4.3 | Spider Man | 6.8 | ||
| 3 | Soldier | 2.5 | Vampire | 3.5 | Zombie | 5.3 | ||
| 4 | Clown | 2.5 | Police Officer | 3.2 | Ninja | 5.1 | ||
| 5 | Biker | 2.3 | Superman | 2.6 | Batman | 4.7 | ||
| 6 | Police Officer | 2.1 | Football Player | 2.6 | Pirate | 4.2 | ||
| 7 | Doctor | 2.0 | Ninja Turtle | 2.6 | Firefighter | 3.0 | ||
| 8 | Day of the Dead | 1.8 | Jason (Fri 13th) | 2.1 | Police Officer | 3.0 | ||
| 9 | Duck Dynasty | 1.7 | Wolfman | 2.1 | Soldier | 2.7 | ||
| 10 | Gangster | 1.6 | Ninja / Soldier (tie) | 2.0 | Vampire | 2.5 |
| RANK | Female Adults (1,823) | % | Female Teens (667) | % | Female Children (1,968) | % | ||
| 1 | Witch | 10.8 | Witch | 7.4 | Princess | 18.5 | ||
| 2 | Zombie | 4.6 | Princess | 5.1 | Witch | 6.9 | ||
| 3 | Pirate | 4.3 | Zombie | 4.2 | Fairy | 5.9 | ||
| 4 | Vampire | 3.2 | Cheerleader | 3.6 | Elsa (Frozen) | 5.3 | ||
| 5 | Nurse | 2.4 | Cowgirl | 3.6 | Cat (animal) | 2.9 | ||
| 6 | Devil | 2.4 | Fairy | 3.6 | Angel | 2.5 | ||
| 7 | Flapper (1920’s) | 2.3 | Pirate | 2.9 | Lady Bug | 2.4 | ||
| 8 | Princess | 2.3 | Vampire | 2.6 | Minnie Mouse | 2.2 | ||
| 9 | Lady of the Night | 2.0 | Nurse | 1.7 | Tinker Bell | 2.0 | ||
| 10 | Fairy | 2.0 | Supergirl | 1.2 | Zombie | 2.0 |
Goodwill’s National Halloween in-store straw poll of 8,019 shoppers between Sept 29 – Oct 6 also revealed:
- More adult costume shoppers this year (2,024 adult costumes reported, 3,671 children, 1,324 teens)
- Ninja Turtles, Spider Man, Frozen, Batman, Superman, Friday the 13th and Day of the Dead are strong movie themes among DIY shoppers.
- Zombie, pirate and vampire costumes are trending unisex (gender neutral)
