What was once a way to ward off spooky spirits has now become a fall tradition in America, celebrated with parties, festivals and televised competitions. Halloween, once rooted in folklore and campfire stories, has become a marketing goldmine for overpriced costumes, influencer endorsements and endless décor.
The concept of using fruits or vegetables to depict faces traces back thousands of years to European Celtic cultures.
“It may have even had pre-Christian origins that evolved from the custom of head veneration, or potentially even represented war trophies for your foes. It is quite macabre, but it may have symbolized the severed heads of your enemies,” said Nathan Mannion, senior curator for The Irish Emigration Museum.
According to an 18th-century Irish folktale of Stingy Jack, a mischievous blacksmith named Jack tried to trick the devil twice, banning him from heaven and hell upon his death. Legend has it that the devil took pity on the drunkard, giving him an ember of coal to light his turnip lantern as he wanders the earth for eternity, inspiring the nickname of ‘jack-o’-lantern.’ This serves as a cautionary tale of morality.
By the early 19th century, Halloween was centered around ghost stories and tales of witchcraft.
“People in rural America really embraced its pagan roots, and the idea of it as a dark occasion, centered around death … They wore scary, frightening get-ups, which were made at home with whatever was on hand: sheets, makeup, improvised masks … Anonymity was a big part of the costumes … The whole point of dressing up was to be completely in disguise,” said Nancy Deihl of New York University’s costume studies program.
By the early 20th century, Halloween transitioned into gatherings to celebrate the fall season. Annual “masquerades” were held, and costumes were largely influenced by pop culture.
Marketers played heavily into this and thus commercialized the holiday. In 1946, the Halpern Company was created. People dressed as their favorite film, comic and literature characters for their Halloween costumes.
Anna-Mari Almila, a research fellow at the London College of Fashion says that today’s costumes have become full-on exhibitionists. The tradition has diverted from Christianity or Paganism, centered instead on “people’s fantasies.” Arguably, we are seeing a lack of creativity compared to past generations, whose costumes were self-made, not bought.
Social media influencers have turned a harmless day of nostalgia and joy into perfectionism. Instead of showing talent and creativity, it is a contest for likes, shares and comments. Their silliness has been replaced with a need for validation. Influencers urge their followers to buy specific brands to create the perfect Halloween look. The message seems to say that the more expensive something is, the better.
Today, entire stores are dedicated to Halloween. While they can be fun to explore, their vast size reveals just how much big companies have profited from it. Costume prices have skyrocketed and imagination has become an expensive fashion show. Even candy brands have become a competitive sport, boasting limited edition flavors, oversized packages and elaborate designs to encourage more shopping. It seems that what was once a spooky tradition has become another expenditure.
Halloween used to keep spirits away, now it keeps the economy alive.