When Did Halloween Costumes Become “Niche?”
By: Gianna Taft, Senior Writer Edited by: Angiolina Hukovic
1977’s most popular costumes were Star Wars characters. In 2002, it was Spider-Man, and in 2023, it was Barbie. However, during more recent years, social media apps have been littered with the idea of “niche” Halloween costumes: background characters in indie films, inside jokes between friends, and even internet memes. It seems no one cares about the most-trending costumes anymore. This begs the question: when did Halloween become “niche?”
Fandoms are nothing new to American culture, but with the ever-evolving and prevalent use of technology, social media platforms have only increased and connected fan behavior and interaction. This deepens and expands the amount of pop culture characters and celebrities people recognize as choices for costumes. Social media also allows for people to share their creativity with others and spark more ideas for Halloween costumes.
Inc.com also credits social media with influencing how costumes are made, emphasizing the modern generation's interest in virality and engagement. They refer to this as costumes being made with an “emphasis on photo ops.” When someone comes up with a costume, they either handmake it or create it through strategic shopping, while sharing it with tens of thousands of people and receiving positive feedback. This increases the number of people who participate in these kinds of costumes by establishing a reward system.
Niche Halloween costumes have especially become more prevalent with the “gay Halloween” trend and meme. The meme depicts these ultra-niche costumes typically with the caption “I hate gay Halloween, what do you mean you’re [obscure reference]?” Despite being silly, the meme reflects the self-expression that many people resonate with when it comes to Halloween. It’s not only a way to explore oneself, but also one's gender and sexuality, as many people find safety in crossdressing under the pretense of a “costume.” Halloween costumes are all about becoming someone else, so there is a natural lack of shame in dressing up as the opposite gender when it is, in a way, disconnected from yourself.
Another added layer of the niche Halloween costume phenomenon is the modern practice of elongating Halloween to more than just one day––a practice deemed as “Halloweekend.” It originated out of American university party culture, causing festivities to traditionally start on a Thursday and continue into Friday and Saturday, despite whatever day Halloween actually falls on. Because of this, people no longer need only one costume to celebrate the holiday, but—depending on how many parties or activities they are planning on participating in—they now need three or more. So, while dressing up as a character from the most popular blockbuster of the year is a valid idea, people have to become more creative as they need more choices.
With the addition of more nights and more costumes, cost also becomes a huge factor in stemming away from the most popular costumes that you can buy at a Spirit Halloween. In 2026, costume prices will have increased by $60, following a $40 increase in 2025, and a $20 increase in 2024. Not only have they gotten more expensive, but some customers have even noticed a lack of costume choices at Halloween stores. Both of these factors make getting popular costumes less accessible. It can often be more cost efficient to make a costume yourself, or simply use items and accessories that you already have at home. Instead of buying an elaborate $60 sailor costume, you could find a trench coat and ballet flats in your closet and show up as an obscure Lily Rose Depp meme.
No matter if you choose a “mainstream” or an obscure costume for your Halloween endeavors, costumes are an integral part of the Halloween season. Whether you plan your costume a year in advance or wait until the day of, the holiday allows people to be different––to transform into something else for at least one night without the shame of not being accepted. The beauty of Halloween doesn’t lie in the popularity or esotericism of a costume, but rather, the community that comes together when everyone gets the opportunity to showcase their creativity within themselves.
© 2026 by FETCH COLLECTIVE
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