Fashion countdown to Halloween: a study of dress practices within American Halloween consumer culture

Purpose This study aims to explore the dress practices of American (US) consumers who wear Halloween fashion products to extend theories related to dress and appearance. Design/methodology/approach A qualitative, exploratory study using an online survey with open-ended and close-ended questions. Data were analyzed using qualitative content analysis. Findings Sixty-two survey responses were analyzed using qualitative content analysis. The results provided insight into social norms for wearing holiday fashion products and that consumer perceptions of the ideal timing for wearing Halloween fashion products may vary based on individuals’ enthusiasm for Halloween. Rather than the social and physical setting, timing restricted or increased the level at which wearers could express their enthusiasm for Halloween. Earlier in the year, respondents felt their freedom of expression was restricted, driving them to wear subtle Halloween fashion products. As Halloween day approached, respondents experienced more freedom in expressing their enthusiasm for the holiday by wearing clothing and accessories more explicitly related to Halloween. Research limitations/implications This study extends theory relating to dress and appearance as it acknowledges timing as an element of social context in which identities are established through appearance. Practical implications Retailers may consider selling Halloween fashion items that are small and/or less Halloween-specific, “spooky”, gothic earlier in the year. Originality/value This study is original in that it explores the timing in which consumers use holiday fashion products. Except for investigating consumer perceptions regarding the timing of retail promotions, researchers have seldom investigated timing as a consideration in constructing an individuals’ identity and appearance.