Trick or Treat, Matey!
Pirate-themed costumes won out over the usual witches, goblins, and ghosts this Halloween.
Leading up to Halloween, would-be trick-or-treaters went online to find the perfect pirate costumes. Data from AOL and Hitwise show traffic generated by the search for the perfect costume and where the festive outfits were purchased.
The “Pirates of the Caribbean” sequel, “Dead Man’s Chest” contributed to demand for pirate costumes. Many wanted to dress like the movie’s main character, Jack Sparrow, though more generic searches for “pirate costume” ranked top on both AOL and Hitwise data.
Childhood story characters also ranked high this year with Disney costumes, including Mickey, Minnie, Tigger, and Piglet; Tinkerbell from “Peter Pan”; Little Red Riding Hood, and Alice in Wonderland. Last year’s attention to “Star Wars” characters was all but eclipsed. Jango Fett was favored over other specific characters from the films.
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Hitwise monitors how more than 25 million Internet users interact with over 500,000 Web sites across 160 industry categories. It collects Internet usage information through a combination of ISP data partnerships and opt-in panels.
| Custom Category of Top 10 Online Costume Retailers by Market Share of Visits Week Ending October 22,2006 | |||
|---|---|---|---|
| Rank | Web Site | URL | Market Share (%) |
| 1 | BuyCostumes.com | www.buycostumes.com | 30.50 |
| 2 | AnniesCostumes.com | www.anniescostumes.com | 7.01 |
| 3 | Spirit Halloween | www.spirithalloween.com | 7.00 |
| 4 | Halloweenmart.com | www.halloweenmart.com | 6.89 |
| 5 | Halloween Express | www.halloweenexpress.com | 5.18 |
| 6 | Costume Express | www.costumeexpress.com | 4.45 |
| 7 | Costume Craze | www.costumecraze.com | 4.09 |
| 8 | Zoogster Costumes | www.zoogstercostumes.com | 3.77 |
| 9 | Costume Universe | CostumeUniverse.com | 3.42 |
| 10 | Costume Super Center | CostumeSuperCenter.com | 2.97 |
| Note: Custom category data based on U.S. market share of visits among 10 million U.S. Internet users to top 30 online costume retail Web sites. | |||
| Source: Hitwise, 2006 | |||
