Halloween in 2025 is shaping up to be a season of surprises, with costume choices across the United States—and especially in Billings, Montana—reflecting a blend of nostalgia, pop culture, and unexpected new obsessions. As Google’s annual Frightgeist report dropped its latest batch of search data on October 9, 2025, communities everywhere got a sneak peek into what Americans are planning to wear, eat, and even how they’ll dress up their pets for the spookiest night of the year.
For many, Halloween brings to mind classic costumes: witches, superheroes, and maybe a cowboy or two. But this year, the data tells a different story, especially in Billings. According to Townsquare Media, Google’s Frightgeist data reveals that the number one trending costume in Billings is Bo Peep from Toy Story. It’s a choice that’s both whimsical and a little bit retro, standing out among a field of more expected options. Following Bo Peep, Billings residents are searching for costumes inspired by Padmé from Star Wars, Deadpool, Eliza from Hamilton, and the ever-popular inflatable T-Rex. If you thought the dinosaur costume craze was over, think again—one local family even bought three matching inflatable T-Rex suits after their 10-year-old son made a special request. As the parent put it, “There is no way I am wasting one of the last years he thinks we are cool.”
But while Billings celebrates toy box icons and prehistoric power, the rest of the country is caught up in a very different trend. The Frightgeist overview, launched by Google on October 9, 2025, highlights a nationwide obsession with characters from K-Pop Demon Hunters. If you’re not familiar, you’re not alone. These characters—Rumi, Zoey, Mira, Jinu, and Baby Saja—have taken social media and search engines by storm. According to Townsquare Media and supported by Google’s Frightgeist, Rumi’s dragon braids and purple hair are all the rage, Zoey has inspired a spike in space buns, Mira is bringing pink wigs and yellow skirts back into fashion, Jinu is the top trending “demon” costume, and Baby Saja’s look has single-handedly driven pink argyle sweater searches to a twelve-year high. It’s a vivid, pastel-colored invasion, and it’s everywhere this October.
Kids, as always, are leading the charge into new territory. The most searched costumes for children nationwide? Rumi, Labubu, Zoey, Mira, and Jinu. If you spot a parade of pastel warriors or pint-sized demons trick-or-treating in your neighborhood, now you’ll know why. “If you see little ones running around dressed like pastel mini warriors and you have no idea what they are supposed to be, just smile and pretend you know,” quipped Townsquare Media. The generational divide in costume knowledge seems wider than ever, but kids are fully committed to these characters, many of whom adults have never heard of.
And it’s not just humans getting in on the fun. Google’s Frightgeist report also tracks trending dog costumes, and this year’s list is as eclectic as ever. Labubu leads the pack, followed by Derpy the Tiger, chicken costumes, IHOP-themed outfits, and Krypto the Superdog. Somewhere out there, as Townsquare Media joked, “a golden retriever is already training for battle in a plush tiger suit.” The inclusion of pet costumes in the annual trends report speaks to just how all-encompassing Halloween has become—no member of the family is left out.
But the data doesn’t stop at costumes. Google’s Frightgeist mini-site, available to the public, provides a comprehensive look at all things Halloween, from food and drink plans to trending decorations. This year, the 12-foot skeleton remains a top décor item, and the site’s new features include a costume map that lets users explore what’s trending in each state. For those looking to stand out, this could be a way to avoid the most popular costumes and opt for something more unique. “Maybe, you could also use these insights to be more original, by selecting an outfit that’s not listed,” suggested Dive, noting that with so much data at our fingertips, originality is just a click away.
Other notable costume trends for 2025 include Labubu, Chicken Jockey, Elphaba from Wicked, and The Lorax. There’s also a focus on couple costumes and Halloween-specific makeup trends, reflecting the holiday’s growing influence on beauty and fashion. The Frightgeist data, as Dive points out, is only available for the United States, but it offers a detailed snapshot of American Halloween enthusiasm—and perhaps a little inspiration for anyone still undecided about what to wear.
So what’s driving these trends? Pop culture, for one, remains a powerful force. The success of K-Pop Demon Hunters—a franchise that’s inspired everything from hairstyles to sweater choices—shows how quickly a new phenomenon can reshape the landscape. Meanwhile, the enduring popularity of characters like Bo Peep and T-Rex speaks to the comfort and nostalgia that familiar faces bring, especially in uncertain times. According to Townsquare Media, Billings residents are “dreaming big” this year, embracing dramatic costumes that make a statement.
For businesses and marketers, Google’s Frightgeist offers more than just a fun diversion—it’s a valuable tool for planning promotions and themed events. With real-time insights into what people are searching for, companies can tailor their offerings to meet demand, whether that’s stocking up on inflatable dinosaur suits or creating K-Pop Demon Hunter-themed party supplies. As Dive notes, the data can help guide everything from costume selection to Halloween décor, ensuring that everyone—from retailers to revelers—is in sync with the latest trends.
Of course, there’s still room for the classics. While the data highlights new favorites, tried-and-true costumes like witches, superheroes, and even cowboys aren’t going anywhere. But in 2025, it’s clear that Halloween is about more than tradition—it’s a chance to experiment, to embrace new obsessions, and to have a little fun along the way. As one Billings parent prepares to navigate the sidewalks in a seven-foot dinosaur suit, there’s a sense that this year’s Halloween will be one to remember.
With sidewalks soon to be filled with tiny Rumi warriors, slow-moving T-Rexes, and dogs dressed as everything from tigers to pancakes, Halloween 2025 promises a vibrant, unpredictable celebration of creativity and community. Whether you’re going full sci-fi princess, nostalgic movie character, or just looking to keep up with the kids, there’s never been a better time to get into the spirit—and maybe, just maybe, to try something new.
