Halloween Ecommerce Data: Frozen Freezes Out Ninja Turtles

olafThis year, the costume mania award goes to . . . Hollywood! The frenzy over Walt Disney Pictures’ 2013 film Frozen has continued well into 2014.

Data released by SLI Systems found consumers conducted over 1 million site searches this Halloween season for Frozen-related queen, princess and snowman characters, making it the most-searched category in the study.

Other popular films, including Paramount Pictures’ Teenage Mutant Ninja Turtles (TMNT), Despicable Me’s “Minions,” Maleficent, and Book of Life also saw activity making 2014’s Top 15 List.

SLI studied site search activity across 17 costume retailer websites based in the U.S., UK and Australia, analyzing a total of more than 80 million consumer searches taking place between Sept 1 and Oct 26, 2013 and between Sept 1 and Oct 26, 2014. Combined, the e-commerce sites studied have monthly revenue of approximately $20M.

The Top 15 Most-Searched Costume Themes of 2014, in order:

1.     Frozen – 1,192,000 (includes searches Elsa, Olaf & other characters)
2.     Zombie – 863,000
3.     Ninja – 863,000
4.     Pirate – 796,000
5.     Clown – 659,000
6.     Witch – 588,000
7.     Vampire – 565,000
8.     Teenage Mutant Ninja Turtle (TMNT) – 536,000
9.     Book of Life – 308,000 (includes searches for “day of the dead”)
10.  Flapper – 277,000
11.  Batman – 251,000
12.  Despicable Me – 233,000 (78% of related searches for minion characters)
13.  Maleficent – 227,000
14.  Monster High – 206,000
15.  Star Wars – 148,000

Additional findings from the Halloween study include:​

  • Oct 12 and 13 were peak days for Halloween costume shopping online during both 2013 and 2014 seasons.
  • Frozen-related costume searches in 2014 received 38% more search activity than the number-2 theme of zombie and nearly 160% more search activity than any film in 2013.
  • Costumes with film- and branded-toy relevance made the Top Ten 2013 list (but none made Top Five): Batman (461,000), Despicable Me/minion (441,000) & Monster High (405,000).
  • The top three most popular searches in 2013 were: pirate (873,000), zombie (828,000) and ninja (706,000).

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