Fashion Countdown to Halloween: A Study of Dress Practices within Halloween Consumer Culture

  • Dina Smith-Glaviana (Virginia Tech)
  • Delaney Shields (Virginia Tech)


An exploratory pilot study was conducted to explore when consumers start wearing subtle and explicit Halloween fashion products. An online survey with primarily open-ended questions was developed using symbolic interaction theoretical concepts. Sixty-two responses to the survey were analyzed using qualitative content analysis. While the design of the instrument and data collection methods used in the pilot study might be adjusted to collect richer data in subsequent studies, the results provided initial insight into social norms for wearing holiday fashion products. Because the timing restricted or increased the level at which wearers could express their enthusiasm for Halloween, this research contributed to the theoretical implication that timing should be acknowledged and further studied as an element of social context in which identities are established through appearance. This research also contributed to a practical implication for retailers considering selling subtle Halloween fashion items earlier in the year. 

Keywords: Consumer culture, Dress, Explicit, Halloween, Holiday fashion, Social Interactionism, Subtle

How to Cite:

Smith-Glaviana, D. & Shields, D., (2024) “Fashion Countdown to Halloween: A Study of Dress Practices within Halloween Consumer Culture”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi:



Published on
27 Jan 2024
Peer Reviewed