SOUTH COAST, UK. September 28th, 2026 – New research commissioned by unel, the UK face gems and Halloween accessories brand, suggests that social media trends are having a growing influence on Halloween style, with nearly half of Britons who purchase a costume this year expecting to wear it just once.
The study, which surveyed 150 UK adults, found TikTok was the most commonly cited influence on Halloween costume and makeup choices, ahead of respondents’ own ideas and creativity. The findings also suggest a connection between social media-led trends and the growing tendency to buy costumes for a single occasion.
The research indicates that Halloween dressing is increasingly being shaped by fast-moving online trends rather than personal preferences or family traditions. As trends change rapidly across social platforms, costumes and looks can have a shorter lifespan as consumers move on to the next popular style.
When asked what has the greatest influence on their Halloween costume or makeup look, 21% of respondents selected TikTok. This was followed by their own ideas and creativity at 19%, while Instagram was cited by 18%. Combined, TikTok, Instagram and Pinterest influence 47% of the Halloween looks reported by those surveyed, compared with the combined influence of friends, family, films and television.
The research also identified a difference in costume reuse among respondents influenced most by TikTok. Of those who said TikTok was their biggest influence, 55% had previously purchased a Halloween costume that they wore only once. This compared with 45% among the rest of the survey sample.
The findings also highlight the financial and environmental considerations associated with Halloween spending. UK spending on Halloween is expected to approach £780 million this year, while unel’s research suggests that a proportion of this spending is directed towards costumes that may only be used for a single night.
Overall, 44% of respondents said they had bought a Halloween costume that they wore just once, while only 14% said they had reused the same costume over several years.
More than a third of those surveyed, 35%, said they had spent more on Halloween than they originally planned. The research puts average spending on a complete Halloween look at around £50, with 8% of respondents saying they spend £100 or more.
The survey also found that practical problems can affect Halloween looks. Almost half of respondents, 47%, said they had experienced makeup or face paint smudging or wearing away during an evening. Meanwhile, 29% had experienced face gems, stickers or accessories coming loose. A further 31% reported having worn an uncomfortable or painful costume, while the same percentage had experienced a costume breaking or tearing.
These experiences may be contributing to interest in alternatives to traditional full costumes. Nineteen per cent of respondents said they would prefer to create their Halloween look using face gems, makeup or accessories rather than purchasing an entire outfit.
Among those asked what might encourage them to purchase face gems, affordability was the most popular factor at 27%. This was followed by the ability to remain securely in place throughout the night at 19%, and quick and straightforward application at 15%.
Matt Ridout, founder of unel, said: “What this data shows is a real shift in how Halloween looks come together. A single TikTok trend can spread to millions of people within days, but that same speed is what makes the look feel disposable, worn once for the video, then forgotten.
“We built unel around the opposite idea: a look that’s quick and affordable to put together, stays put all night, and doesn’t need to be replaced every time a new trend appears.”
