What Witches, Batman, and Spider-Man Teach About Customer Acquisition

According to an article published by Inc. Magazine in October 2026, familiar characters such as witches, vampires, Batman, and Spider-Man remain popular costume choices for celebrations. The National Retail Federation (NRF) survey indicates that millions of adults select these well-known figures, offering valuable lessons for businesses in customer acquisition.

The article emphasizes that while novelty and trends are appealing, familiarity often proves key to success. Witches, Batman, and Spider-Man require no introduction; their meaning is built-in, simplifying consumer decision-making. The same principle applies to business: customers can more readily engage with products or services they recognize and trust.

Furthermore, a costume choice communicates something about the wearer, such as creativity or humor. Similarly, consumers make choices regarding clothing, cars, and brands that reflect their personality and values. Businesses can leverage this understanding by recognizing that a product or service not only functions but also says something about the buyer.

NRF data shows nearly half of consumers utilize AI tools for their Halloween shopping to brainstorm ideas or receive recommendations. While online search remains a top source of inspiration, its share has declined. This trend highlights the need to understand evolving consumer methods for seeking information and making decisions, while harnessing the power of familiarity.