Buddy the Unicorn Tops Google's Halloween Costume List for 2026

Google's 2026 Frightgeist report points to a notable shift in costume culture: the top trending Halloween costume in the United States is Buddy the Unicorn, the sinister-yet-cheerful character from the horror movie "Buddy." The Frightgeist rankings track the biggest increases in online searches rather than the costumes most popular overall, capturing how quickly movies, games and viral products can shape Halloween trends. In second place is NeeDoh, a line of colorful, squishy stress toys that surged in popularity on social media. Nikki, a character from the horror film "Obsession," ranks third. Other trending entries on the list include Agamemnon from "The Odyssey," Lily Love Braids from the video game "Poppy Playtime," and Verity from "Minecraft." Traditional favorites such as witches, superheroes and princesses remain popular, especially among children, according to the National Retail Federation (NRF). The NRF's annual survey found that about 74 percent of Americans plan to celebrate Halloween this year, with half expecting to dress up. Americans are projected to spend a record $13.5 billion on Halloween in 2026, including $4.4 billion on costumes alone. The survey also found that 47 percent of consumers are turning to artificial intelligence tools to help with Halloween shopping, from brainstorming costume ideas to researching products.