TikTok leads the Halloween inspiration race
Ask someone what they're dressing up as this halloween and there's a decent chance the honest answer is “whatever's trending on my For You page.” We commissioned a nationwide survey of 150 UK adults to find out what actually drives Halloween styling choices — and the results point to a fast, TikTok-shaped trend that's quietly reshaping what get's worn and what get's a fast pass to the bin.
Imagination just lost the top spot
For years people have thought long and hard for the right Halloween look. Not anymore. When we asked what most influences their costume or makeup choice, more people named TikTok (21%) than any other single answer — edging out personal creativity (19%) and Instagram (18%). Add Pinterest to the mix and social platforms now shape almost half of all UK Halloween looks (47%), more than friends, family, films and TV combined. In total, 67% of 18-34's use social media or influencers as their source of Halloween inspiration.
That shift matters because of what tends to follow a trend: a short lifespan. A look built to match a 15-second clip is judged on how it performs for one night, not how it holds up over years — and our data backs that up directly. Among people whose look is most influenced by TikTok, 55% say they've bought a costume and only worn it once, against 45% of everyone else.
“A single TikTok trend can reach millions of people within days — but that same speed is what makes the look feel disposable, worn once for the video and then forgotten. We built unel around the opposite idea: a look that's quick to put together and stays put all night”
— Matt, founder of unel
The one-and-done wardrobe
This "trend-chasing" comes at a cost. UK Halloween spending is forecast to edge toward £780 million this year, and our survey suggests a meaningful chunk of that is going on costumes with a single-night lifespan:
● 44% have bought a Halloween costume and only ever worn it once
● 35% say they've spent more on Halloween than they meant to
● Shoppers spend roughly £50 on average on a full look, rising past £100 for 8% of respondents
● Just 14% say they've reused the same costume across more than one year
When the look itself lets you down
It isn't only the cost that frustrates people — it's whether the look survives the night. Almost half of respondents (47%) have had makeup or face paint smudge or wear off, and 29% have had face gems, stickers or accessories fall off part-way through the evening. Another 31% have dealt with an uncomfortable costume, and 31% have had one break or tear outright.
Nineteen per cent of respondents say they'd now rather build their look with face gems, makeup or accessories than commit to buying a full costume — and when asked what would actually get them to buy face gems, affordability (27%), staying put all night (19%) and quick application (15%) topped the list, well ahead of “can be reused.”
This ultimately means Halloween spending is moving in the direction where consumers care less about buying a new outfit each year, preferring a few accessories (such as face gems) that just do their job for the whole night.