UGCStarsThe short version
Pet brands and retailers want creators who can film a real pet trying on a costume or seasonal product, with the fit, the comfort and the reaction all on camera. NRF's annual survey, released in September, expects record-level Halloween spending again this year, with pet costumes a sizeable part of it and many shoppers starting in September. A pet video answers the shopper's real questions: does it fit, will my pet tolerate it, and does it look good in photos.
This is fun content, but brands still want it to sell. That means clear shots of the product, sizing and how it goes on.
Why brands are casting for it now
According to the National Retail Federation, US consumers are expected to spend $13.5 billion on Halloween this year, and $0.92 billion of that on pet costumes. The most popular pet costumes are a pumpkin (11.6%), a hot dog (5.9%) and a ghost (2.8%).
Timing matters. The same NRF survey found that 49% of consumers plan to begin Halloween shopping in September or earlier, up from 34% in 2016. That stretches the selling window, which means more time for creator content to run before the day.
Inspiration is up for grabs. NRF says online searches remain the top source of costume ideas at 32%, but that figure is down from 37% last year and is the lowest in a decade. Discount stores (39%) are the top place to buy, followed by specialty stores (32%) and online (27%). For brands, that suggests shoppers are open to new places to find ideas, including short video.
Value is on shoppers' minds. NRF found that 34% plan to look for items they can reuse in future years or repurpose, a useful angle for any costume that also works as a cozy layer or photo prop.
Halloween is also a reach play for pet brands that are not costume sellers. Treats, toys, leashes and beds can all ride on seasonal content, and a pumpkin-themed photo or video is an easy way into a feed in the weeks before the day. The point is to show your product as part of the celebration, not to force it into a costume.
What brands ask creators to film
- Try-on: the costume going on, step by step, with the pet's reaction left in.
- Sizing check: the creator measures the pet and shows the size chart against the fit.
- Comfort test: the pet walking, sitting and lying down in the costume.
- Photo shoot: a simple home setup that shows how the costume looks in pictures.
- Unboxing of a seasonal bundle, such as a costume, a toy and a treat.
- Group or family theme: pets and people in matching costumes.
Brands selling seasonal toys, treats and accessories can use the same formats. The pumpkin theme alone gives a lot of room for props and sets.
Formats at a glance
Seasonal pet content runs in a short window, so it pays to know which format you need before products ship. This table maps common goals to formats.
| Your goal | Format to ask for | What the viewer learns |
|---|---|---|
| Sell a costume | Try-on with sizing check | Whether it fits a pet like theirs |
| Reduce returns | Comfort test | Whether the pet can move and rest in it |
| Fill product pages | Photography set | How it looks in clean, well-lit photos |
| Sell a seasonal bundle | Unboxing | What is inside and who it suits |
| Reach families | Matching costume vlog | How the costume fits a family celebration |
Ask for photos and video in the same shoot. Pets rarely do the same thing twice, and a creator who captures stills while filming saves you a second round.
How to brief creators for pet content
- Put the pet's comfort first, in writing. Tell creators to stop filming if the pet is stressed.
- Send the right size. Ask for the pet's measurements before shipping.
- Say which shots you need: the fasten, the fit from the side and the pet moving.
- Allow outtakes. A pet shaking off a hat is honest and often the most watched moment.
- Set a shoot window early, since NRF shows many shoppers buy before October.
- Agree usage rights for seasonal ads, which tend to run in a short burst.
You can browse pet creators on UGCStars and check which ones list Unboxing, Product Reviews or Photography.
Think about the full season, not only the costume. A short series works well here: an unboxing when the product arrives, a try-on a few days later and a final photo set closer to the day. Each piece gives the brand a fresh asset, and each gives your audience a reason to come back. If you have more than one pet, show how the same product fits different sizes, since that answers a question many viewers have.
What creators should show
- Your pet's size and breed, said on camera, so viewers can judge the fit.
- How the costume fastens and how long it takes to put on.
- Your pet moving normally while wearing it.
- Any honest drawbacks, like a hood that slips or fabric that is warm.
- A clean final photo the brand can use.
Creators, keep the energy light and the pet calm. Brands want joy, not chaos.
A note for brands on volume. Because the window is short, plan to cast several creators at once and stagger posting through September and October, rather than relying on a single video to carry the season.
Mistakes to avoid
- Forcing a costume on an unwilling pet. It will show, and comments will focus on it.
- Leaving out sizing. It is the first question viewers ask.
- Posting too late. With early shopping, content that lands the week before Halloween misses much of the window.
- Covering the pet's face or eyes in a way that looks unsafe.
- Generic stock-style footage with no real home setting.
Where to start
Brands, pick your top two costumes, ship them in the right sizes, and brief a mix of dog and cat creators with a simple try-on and comfort test. Creators, film a short seasonal try-on with your own pet and add Unboxing and Photography to your profile. You can find pet creators or browse parenting creators for family themes on UGCStars.
UGCStars creators for this trend
UGCStars lists 537 pet creators, with a median starting rate of $150 per video (UGC Rate Index method). Brands ask them for unboxing, product reviews, photography, product demos.
Featured pet creators
- Top Creator
- Rising Star
- Beauty
- Skincare
- Makeup
- 50K–250K TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Business
- 250K+ TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Business
- 250K+ TikTok
- 10K–50K Instagram
- Top Creator
- Beauty
- Makeup
- Fashion
- 250K+ TikTok
- 50K–250K Instagram
- Top Creator
- Beauty
- Makeup
- Fashion
- 250K+ TikTok
- Under 1K Instagram
Sources
- National Retail Federation, 22 September 2026
About this report
Written by Murat Bo, founder of UGCStars, for the September 2026 edition of UGC Trends, and published on 19 October 2026. It’s based on the sources above. Figures appear only as their source states them, with a link, and every link was checked when the report was published. Creator counts and rates come from UGCStars on the day you read this. Report a mistake.