18 Secrets of Criminal Defense Attorneys

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It's one of the more thankless jobs in the legal arena. Criminal defense attorneys, who stand beside clients accused of everything from minor offenses to mass murder, must mount the most effective defense of their client possible no matter how heinous the crime. While their work enforces a person’s constitutional right to a fair trial, some observers chastise them for representing society's villains.

In their view, that’s missing the point. In addition to making sure the scales of justice are balanced, criminal defense attorneys find satisfaction in tackling cases with high stakes. "It's an all or nothing game," says Jeffrey Lichtman, a New York-based attorney who has represented John A. Gotti and accused Mexican drug lord Joaquin "El Chapo" Guzman. "It's win or lose. There is pressure, excitement, and responsibility in being a criminal defendant's only protector and support."

To get a better understanding of this often emotionally draining work, Mental Floss spoke with three high-profile defense lawyers. In addition to Lichtman, we talked to Chris Tritico—the subject of the first episode of Oxygen’s In Defense Of docuseries premiering June 25, and who represented Oklahoma City bomber Timothy McVeigh in 1997—as well as Bryan Gates, practicing in North Carolina. Here’s what they shared about life as a devil’s advocate.

1. ATTORNEYS DON'T ALLOW THEIR PERSONAL FEELINGS TO TRUMP DUE PROCESS.

Some defendants have clearly committed terrible crimes, but they still have constitutional rights—so attorneys don't let their personal feelings about a crime get in the way of a client's defense. “There’s never been a day I stood up for someone accused of a crime where I would endorse that crime,” says Tritico. “I don’t justify the act of blowing up a building and killing 168 people. But McVeigh has to be protected and his rights have to be protected. People like me have to be willing to stand up and say, ‘I will stand up for you.’ You do it for McVeigh and you do it for everyone.”

2. BONDING WITH CLIENTS IS KEY, REGARDLESS OF THE CRIME.

It can be hard to find common ground with someone accused of misdeeds that could land them life in prison or even a death sentence, but defense attorneys say that there’s usually a way to relate to their clients as human beings—and the case will be better off for it. Lichtman became friendly with Gotti by discussing family; Tritico found McVeigh to be amiable. “I wanted Tim to like me and I wanted to like him,” he says. “I wanted him to trust my decisions. It doesn’t happen every time, but the vast majority of the time, I like them.”

3. THEY RESEARCH JURORS' BACKGROUNDS.

A criminal defense attorney addresses a jury

Examining a potential juror, known as voir dire, is an art. Both defense and prosecution want people in the jury box who can be swayed, though circumstances are usually stacked against the defense. "The jury is coming in ready to convict, as no one generally supports crime," Lichtman says.

When quizzing would-be participants, Lichtman talks fast: "I’m speaking a-mile-a-minute, looking to get the potentially problematic jurors to either knowingly or unwittingly expose their natural biases so that I can get them kicked off the panel for cause. The jurors who I think can keep an open mind or are anti-police I will not question at all, because I’m afraid they’ll reveal those biases and get struck by the prosecutor when he uses a peremptory challenge [an objection to a juror]."

Once in court, Lichtman focuses on finding the one person in the box of 12 to connect with. “I look up the backgrounds of jurors,” he says. “I’m looking for anything in the background I can exploit in order to tailor my summation to something that’s happened in their lives.”

4. THEY'RE ALWAYS WATCHING THE JURY'S BODY LANGUAGE.

Keeping tabs on a jury means being able to assess which direction they’re leaning. Lichtman says body language can tell him a lot. “You can feel how a trial is going,” he says. Jurors who laugh or smile at his jokes are on his side. Jurors turning away from him are not. “You can tell who’s following you. They’re energized by your arguments.”

Evaluating how jurors are reacting allows Lichtman to make real-time adjustments to his arguments. "As I’m questioning a witness or beseeching the jury during a summation, if I see someone turn away from me, I keep that juror in mind and what may have turned him or her off, and try to rectify or address it down the road," he says. "If I have someone laughing, I know that there’s a juror who may not be acquitting my client but he or she is at least open to it, so I spend a lot of time working on them."

5. THERE’S A REASON THEY STAND SO CLOSE TO THEIR CLIENTS.

A criminal defense attorney stands near his client

The image of an attorney standing up next to their client as the verdict is being read is usually interpreted as a sign of solidarity, but lawyers may have another reason. Tritico says that early in his career, he took on a client charged with aggravated robbery. Despite Tritico’s advice to take a plea bargain, the man took his chance at trial—and lost. His sentence was 40 years. “I was looking at the jury as the verdict was being read and felt something moving,” he says. “He had passed out. From that point forward, I always grab my client by the arm to make sure that doesn’t happen again.”

Sometimes, it's the attorney who might need the assist. According to Tritico, hearing a man being sentenced to death, as he did with McVeigh, "might be the most sobering thing you'll ever hear in your life."

6. A CLIENT CAN BE THEIR OWN WORST ENEMY.

The adage about never, ever talking to police without an attorney present? It’s probably the single best piece of advice any defendant will ever get, yet many still refuse to let the message sink in. “I can’t think of anyone who has ever talked their way out of being charged,” Gates says.

It doesn’t stop there, though. Defendants idling in jail before their court dates can wind up digging themselves an even deeper hole. “They’ll write letters to people. The district attorney, at least in North Carolina, can get a copy. It might not be an outright confession, but there can be things that won’t put them in the best light. Phone calls are the same.” If they're upset with their counsel, some clients will even write letters of complaint to the DA or a judge, which might let slip some damning information that can be used against them later. “That will just devastate a case," Gates says.

7. THEY GET HATE MAIL.

A hateful message is written out on paper

Representing public figures like John A. Gotti, the son of notorious mafia figure John Gotti, often leads to attorneys being damned by association. Lichtman used to get hate mail, which later morphed into hate e-mail and other displays of contempt. “I’ve been spit on walking into court,“ he says. “I’ve been [called names] while sitting at the defense table by a witness walking off whose clock I just cleaned.” None of the vitriol has impacted Lichtman’s drive to mount the best defense possible for his clients. “I’ve never once apologized for what I do. Representing a suspected murderer does not mean I’m pro-murder.”

8. INNOCENT DEFENDANTS CAN MAKE THEIR WORK HARDER.

It might seem like an innocent client would be easier to defend. But according to Gates, having a strong belief that a client is falsely accused creates additional strain on the defense. “It’s very stressful because you’re really identifying with the person,” he says. While no attorney wants to see any client found guilty, it can be gut-wrenching to know the person might be punished for something they didn’t do. “We had one lawyer here [in North Carolina] who worked for 15 years for someone he felt was wrongfully accused, and he was ultimately able to prove it.” But that's unusual—more often, attorneys suspect their clients are innocent and have to look on as juries convict them.

9. SOMETIMES THEY GIVE THEIR CLIENTS MAKEOVERS.

A man admiring himself in a mirror in a menswear shop

If a defendant is partial to ripped jeans and heavy metal t-shirts, attorneys will often advise them to spend some time shopping. “It’s not about creating an illusion,” Tritico says. “But if someone comes in with, say, a mullet, I’m taking them to the barber. We’re buying slacks and a button-down shirt. You need to show respect for the system.”

10. THEY LOVE THE EXCITEMENT—BUT TRIALS DON'T MOVE AS FAST AS YOU THINK.

Ask a criminal defense lawyer why they chose that legal subspecialty and the most common answer is that nothing gets their blood going more than a case with high stakes. “Cases move faster and they’re just more interesting than civil cases,” Gates says. “There’s nothing worse than an extended conversation about Article 2 of the Uniform Commercial Code. It’s just more interesting to talk about a bank robbery.”

That said, no trial moves along at the speed presented by true crime documentaries or popular fiction. “Trials are not interesting to watch," Gates says. "They take a long time and many stretches are just boring. CourtTV, when they would put a camera in the court room all day? Like watching paint dry.” While many trials are over in three to five days, some take weeks or even months. In 2013, jurors spent seven weeks on the federal trial of notorious Boston gangster James "Whitey" Bulger and another five days deliberating on a verdict. (Guilty on 31 counts, including extortion and involvement in murder.)

11. THEY DON’T STAND UP AS OFTEN AS YOU THINK.

A serious-looking lawyer standing up and arguing her case in court

Another popular television trope is the defense attorney pacing, gesticulating, and thumping tables in an effort to exhibit some swagger in front of a jury. While rules for grandstanding vary by state, Gates says that, at least in North Carolina, he doesn’t spend a lot of time on his feet. “We have to question all witnesses from a seated position behind the counsel’s table,” he says. “We can’t pace around the room or pound on a rail. Most judges are not going to let you do a lot of dancing in front of a jury.”

12. THEY THRIVE ON CAN’T-WIN CASES.

Sometimes prosecutors are so determined to nail defendants—particularly in federal trials where ample government resources can mount suffocating cases—that defense attorneys see no obvious way to win. For Lichtman, that’s part of the appeal. While Guzman has yet to go to trial, Lichtman successfully defended Gotti against a litany of racketeering charges in 2005. “When I took on the 'El Chapo' case, I got calls from lawyers I respect saying, ‘You’re crazy, you don’t need this,’” he says. “What am I doing this for if not to take this case? How do you not want to take on challenging cases?” And the greater the obstacle, the more Lichtman prepares. “The more you work, the more you understand the facts, and the better your chances at trial.”

13. THEY BELIEVE THE BAIL SYSTEM IS BROKEN.

A car is parked in front of a bail bonds office

Jailed for a crime? You might be innocent until proven guilty, but that presumption doesn’t mean you’re free to walk the streets. Gates believes the bail system for freeing jailed clients is fundamentally unfair and designed to force plea bargains favorable to the prosecution. “They will reflexively argue for $250,000 bail when a person is unemployed,” he says. “There’s no chance a person could post it. A bondsman will charge at least $20,000.” In the Bronx, for example, the average wait time for a jury trial is 827 days. The longer someone is forced to live in a cell, the easier it is for prosecutors to make a deal—and avoid the dice roll of a jury trial.

14. PUBLIC DEFENDERS GET A BAD RAP.

While it’s true a high-profile attorney can deliver a compelling defense in exchange for a sky-high bill, the stereotype of public defenders assigned to indigent clients as being incompetent is undeserved. “It’s mostly television that gives them the bad rap of being an overworked, under-prepared lawyer,” Tritico says. “But at any of the public defender’s offices I’ve been in, they do good, solid work. It’s a rare day I see someone there who isn’t working as hard as I’m working when I’ve been retained.”

15. THE TRUE CRIME TV CRAZE IS CHANGING THEIR APPROACH.

Every week seems to bring a new docuseries obsession, from Making a Murderer to The Staircase. For lawyers addressing jurors, they have to factor in what these shows have "taught" viewers about the criminal justice system, even if it's not quite accurate. "True crime shows on TV have turned every layperson into an expert in their minds," Lichtman says. "So juries are less likely to believe expert witnesses, police officer witnesses, and prosecutors and defense lawyers because they know better."

Instead of fighting it, Lichtman leans into it. "For me, I don’t mind this new mindset because I play into juries’ natural skepticism in my theory of defense. I exploit the facts that seem impossible to believe, even when true, and beseech the jury to use their common sense gained from a lifetime of experience. And TV watching."

16. PUBLIC OPINION CAN INFLUENCE CASE STRATEGY.

Newspapers are stacked in a pile

Criminal cases can often draw local or national headlines, making prospective jurors aware of the personalities and details involved. A good attorney will always take notice of which way the public tide is turning while preparing a defense. "Public opinion has a huge impact on how I handle a case," Lichtman says. "After all, the jury is a small slice of that public opinion going into a trial, and I need to persuade them or dissuade them during my brief time before them. So it’s important to know what I’m dealing with beforehand. What are the areas of concern or preconceived notions for me at a trial that I need to develop or combat?"

Not doing so, Lichtman believes, is a gross oversight: "A lawyer who does not do his due diligence before the trial starts in learning what public opinion is about his client, or the conduct allegedly committed by his client, is a lazy fool."

17. THEY DON'T HAVE AN OBLIGATION TO DISCLOSE A CLIENT'S ADMISSION OF GUILT.

A lawyer walks away from a crowd of people

If a defendant decides to use their lawyer's office as a confessional, their counsel is under no obligation to turn around and pass that information along to law enforcement. "If a client discloses his guilt to me, I’m obligated to do one thing and one thing only," Lichtman says. "Not let him lie on the stand while under oath."

Defendants don't often testify on their own behalf anyway, but that kind of admission would make sure they don't. "It’s not the defense lawyer’s obligation to do anything but fight the government’s evidence. The search for the truth in a trial does not necessarily include me, the defense attorney," Lichtman says.

18. CLIENTS SOMETIMES WANT ADVICE BEFORE COMMITTING A CRIME.

A gavel rests in front of law books

It is legally and morally forbidden for lawyers to counsel anyone on the best way to commit a crime, but that doesn’t stop people from asking anyway. "I get it a lot, even today," Lichtman says. "'If I do this, is this OK?'" Lichtman will tell them what’s legal "up to the line" and no further. "All the advice is legal and above-board. I treat every conversation as if someone is listening."

All images courtesy of iStock.

10 Secrets of Victoria’s Secret Employees

A Victoria's Secret retail store in an airport mall
A Victoria's Secret retail store in an airport mall
studioportosabbia/iStock via Getty Images

Victoria’s Secret was born out of an awkward shopping experience. Roy Raymond didn’t feel comfortable browsing for underwear for his wife at a department store, and he wanted to create a more upscale lingerie destination that was welcoming to both men and women. The first Victoria’s Secret location opened in Palo Alto, California, in 1977.

In the 40-plus years since, Victoria’s Secret has changed the fashion industry, launched the careers of supermodels, and made shopping for bras slightly less awkward for the people who don’t wear them. Behind the company’s success are the sales associates responsible for keeping panties neatly folded and finding customers bras that fit correctly. Employees may confess they don't really know what Victoria’s secret is, but they can tell you how to get them to let you shop in peace, where to go if they don’t have your size, and more insider information. We spoke with a couple of former employees to discover their most revealing insights.

1. Victoria’s Secret employees are trained to fit all body types.

The clientele of Victoria’s Secret is diverse, and employees are trained to help every person who comes into the store find a bra that fits them. According to Andrea, who worked at Victoria's Secret from 2015 to 2019, bra fitting specialists undergo about six weeks of training to prepare for almost every possible scenario.

“Whether you’re somebody who’s had a mastectomy, or somebody who’s transitioning, or somebody who’s getting a bra for the first time, that’s what we’re there for and that’s why we do our jobs,” she tells Mental Floss. “Let’s say you have somebody who had a mastectomy. You always measure for the breast that is there. That even goes for people who have uneven breasts. So if one breast is a B-cup and the other is a C-cup, we always measure to the C-cup. Also, if you’ve just had your breasts done, like a breast lift or implants, we would measure differently for that too because the bras are going to sit differently on your chest [compared to typical fitting]."

2. Victoria’s Secret employees are allowed to suggest other stores.

There are some scenarios where the only option employees have is to admit they can’t help a customer. Victoria’s Secret only carries sizes 30A to 40DDD, and if someone comes in looking for a bigger size than what’s available, associates are allowed to send them elsewhere. Andrea says she would recommend Torrid or Soma to people in need of larger bras. “We did give other bra places business because we feel like everyone should feel good in their bra, even if it doesn’t come from us," she says.

3. At least in the past, being conventionally attractive helped you get hired at Victoria’s Secret.

The Victoria’s Secret image is synonymous with ultra-thin supermodels strutting down a runway in lingerie and high heels. The company has struggled with sales in recent years, and some industry experts blame that in part on the brand’s limited view of what's considered “sexy." Victoria’s Secret is trying to combat this by experimenting with marketing featuring more diverse body types, but when Rita (not her real name) worked there roughly a decade ago, the old beauty standards were still enforced. The former sales associate tells Mental Floss, “They would hire someone pretty over someone smart or capable. It was definitely part of the ‘fantasy.’”

4. If you're shopping for your partner, Victoria's Secret employees might recommend something other than lingerie.

When people come into Victoria’s Secret looking for a gift for their romantic partner, they rarely have all the information they need. “For boyfriends, they usually never know their girlfriend’s size. Like, ever,” Andrea says.

Even a professional bra fitting specialist can’t guess someone’s exact size based on sight alone. That’s why employees might recommend skipping the intimates altogether and considering alternative gifts if you’re shopping for someone else at Victoria’s Secret. “For dudes shopping for their ladies, unless you know for a fact what their size is, do not buy them lingerie,” Rita says. She suggests gift cards, lotions, and body sprays as safer options. And if you’re absolutely set on getting your significant other something they can wear, Andrea recommends panties and bralettes, which tend to be more forgiving in the size department than underwire garments.

5. The people who work at Victoria’s Secret see more than they want to.

Employees at the chain want their customers to feel comfortable, but in some cases, guests can get too comfortable. Rita recalls a woman who shared a little too much when shopping for intimate wear. “She'd just reconnected with her high school sweetheart—she was probably in her forties/fifties—and she made a point to mention her recent boob job. Then all of a sudden she basically flashes me in the front of the store. ... It was definitely not a normal customer interaction.”

Some stories of unusual customer behavior are not for the squeamish. Andrea recounts one such example: “I had a woman come up to me and say, ‘Do you have a cup?’ And I was like ‘No ma’am, I’m sorry, I don’t have a cup. What do you need it for?’" The woman replied that she really needed to urinate. "And I was like, ‘Ma’am!’”

On a different occasion, a customer of Andrea's found a creative use for one of the pink bows used to decorate the bras. “She takes it and she flossed her teeth with it in front of me. I was like ‘No!’ It’s so gross.”

6. Victoria’s Secret employees get sweet perks.

If they’re willing to deal with the occasional gross encounter, Victoria’s Secret employees can take advantage of benefits many retail workers don’t get. One of them is paid time off. “Even though I was only a part-time associate, because I worked so many hours, they did give me paid time off,” Andrea says. “Most places I’ve worked for, you only get paid time off if you’ve been there for a year or are a full-time associate, so being a part-time associate and being able to have paid time off without being there for a year is really rare and something that we really appreciated as associates.”

The pay is also competitive compared to similar businesses. According to Andrea, “Victoria’s Secret has a yearly raise, and I went from making $11.50 to $22.14 when I left [after four years].”

7. The holidays at Victoria’s Secret are as crazy as you’d expect.

Victoria’s Secret has been known to ring in the holiday season with deals designed to lure customers into stores. For shoppers, this means cheap bras, but for associates, it means congestion, disorganized displays, and the rare scuffle. “Holiday time is crazy,” Andrea says. “I’ve literally seen grandmas punch each other in the face.”

8. There’s a trick to getting Victoria’s Secret employees to leave you alone.

To shy shoppers, or those just craving a bit of peace, there are no worse words in the English language than “What brings you in today?” If the thought of getting this question from a Victoria’s Secret employee fills you with dread, know that it isn’t their goal to harass you. “It’s not that we want to bother you, that’s what we’re supposed to do,” Andrea says. “And most likely we don’t want to come up to you as much as you don’t want us to come up.”

But if you ever do get over-eager sales associates, Andrea has an insider’s tip for getting them off your back. “A good trick if you don’t want help is to remember the name of the person who you’re introduced to. So if the first person is like ‘Hi, my name is Stephanie,’ and then two or three more people come and say ‘Do you need more help?’ just say ‘Stephanie’s helping me, thank you,’ and they will leave you alone.”

9. Victoria’s Secret smells like body spray for a reason.

If you’d rather shop for lingerie without walking through a cloud of perfume, too bad: Spritzing the store with the brand’s latest scent is part of the job for sales associates. Rita says, “If we were working the front rooms, we had to wear ‘beauty belts’ with the latest body spray in them to spray around the room (cue the headache) and carry around the newest bra." And in case the constant spraying wasn’t aggressive enough already, Rita was also instructed to pitch it to customers—along with apparel and the Victoria’s Secret credit card. “We basically had to accost anyone who walked in with ‘Have you seen the new bra? Have you smelled the new perfume? Do you have the angel card? Why not? Don't you want exclusive offers? Blah blah blah blah,’ and it scared a lot of people off.”

10. Victoria’s Secrets ends up with items it can’t sell.

Victoria’s Secret has a generous policy when it comes to returns: Stores offer a full refund for items brought back within 90 days of purchase as long as you have a receipt (without a receipt, the policy may vary). According to Rita, some customers take advantage of this policy by bringing back garments that are clearly not fit to be resold. “People will try to return anything, claiming they just bought it last week and it ‘just didn't work out’ when it's clearly not a bra we even carry anymore and it's super worn and gross.”

Some customers ruin clothing without buying it first. “The worst part was having to damage out [retail slang for swapping out an irreparable item] underwear that girls had tried on without leaving their own underwear on," Rita says. "Happened all the time. It was absolutely disgusting.”

13 Secrets of Halloween Costume Designers

vadimguzhva/iStock via Getty Images
vadimguzhva/iStock via Getty Images

For consumers, Halloween may be all about scares, but for businesses, it’s all about profits. According to the National Retail Federation, consumers will spend $8.8 billion this year on spooky goods, including $3.2 billion on costumes. “It’s an opportunity to be something you’re not the other 364 days of the year,” Jonathan Weeks, founder of Costumeish.com, tells Mental Floss. “It feels like anything goes.”

To get a better sense of what goes into those lurid, funny, and occasionally outrageous disguises, we spoke to a number of designers who are constantly trying to react to an evolving seasonal market. Here’s what we learned about what sells, what doesn’t, and why adding a “sexy” adjective to a Halloween costume doesn’t always work.

1. Some Halloween costumes are just too outrageous for retail

For kids, Halloween is a time to look adorable in exchange for candy. For adults, it’s a time to push the envelope. Sometimes that means provocative, revealing costumes; other times, it means going for shock value. “You get looks at a party dressed as an Ebola worker,” Weeks says. “We have pregnant nun costumes, baby cigarette costumes.” The catch: You won’t be finding these at Walmart. “They’re meant for online, not Spencer’s or Party City.”

2. … but there are some lines Halloween costume designers won’t cross.

Although Halloween is the one day of the year people can deploy a dark sense of humor without inviting personal or professional disaster, some costume makers draw their own line when it comes to how far to exceed the boundaries of good taste. “We’ve never done a child pimp costume, but someone else has,” says Robert Berman, co-founder of Rasta Imposta. Weeks says some questionable ideas that have been brought to the discussion table have stayed there. “There’s no toddler KKK costume or baby Nazi costume,” he says. “There is a line.”

3. Designers can produce a Halloween costume in a matter of days.

A lot of costume interest comes from what’s been making headlines in the fall: Costumers have to be ready to meet that demand. “We’re pretty good at being able to react quickly,” says Pilar Quintana, vice-president of merchandising for Yandy.com. “Something happening in April may not be strong enough to stick around for Halloween.”

Because the mail-order site has in-house models and isn’t beholden to approval from big box vendors, Quintana can design and photograph a costume so it’s available within 72 hours. If it's more elaborate, it can take a little longer: Both Yandy and Weeks had costumes inspired by the Cecil the Lion story that broke in July 2015 (in which a trophy hunter from Minnesota killed an African lion) on their sites in a matter of weeks.

4. Beyonce can help move stale inventory.

Extravagant custom tailoring jobs aside, Halloween costumes are a business of instant demand and instant gratification—inventory needs to be plentiful in order to fill the deluge of orders that come in a short frame of time. If a business miscalculates the popularity of a given theme, they might be stuck with overstock until they can find a better idea to hang on it. “[In 2016] we had 400 or 500 Zorro costumes that we couldn’t sell for $10,” Weeks says. “It had a big black hat that came with it, and I thought, ‘That looks familiar.’ It turned out it looked a lot like the one Beyonce wore in her ‘Lemonade’ video.” Remarketed as a "Formation" hat for Beyonce cosplayers, Weeks moved his stock.

5. Women don’t usually wear masks as part of their Halloween costumes.

Curiously, there’s a large gender gap when it comes to the sculpted latex monster masks offered by Halloween vendors: They’re sold almost exclusively to men. “There just aren’t a lot of masks with female characters,” Weeks says. “I don’t know why that is. Maybe it’s because men in general like gory, scary costumes.” One exception: Hillary Clinton masks, which were all the rage in 2016.

6. Food costumes are always a hit for Halloween.

At Rasta Imposta, Berman says political and pop culture trends can shift their plans, but one theme is a constant: People love to dress up as food. “We’ve had big success with food items. Bananas, pickles. We did an avocado.”

7. Adding ”sexy” to a Halloween costume doesn’t always work.

It’s a recurring joke that some costume makers only need to add a “sexy” adjective to a design concept in order to make it marketable. While there’s some truth to that—Quintana references Yandy’s “sexy poop emoji” costume—it’s no guarantee of success. “We had a concept for ‘sexy cheese’ that was a no-go,” she says. “'Sexy corn’ didn’t really work at all. ‘Sexy anti-fascist’ didn’t make the cut this year.”

8. People ask for some weird stuff when it comes to Halloween costumes.

In addition to monitoring social media for memes and trends, designers can get an idea of what consumers are looking for by shadowing their online searches. Costumeish.com monitors what people are typing into their search bar to see if they’re missing out on a potential hit. “People search for odd things sometimes,” Weeks says. “People want to be a cactus, a palm tree, they’re looking for a priest and a boy costume. People can be weird.”

9. Halloween costume designers have workarounds for big properties.

Go out to a Halloween party over the past few years and you’re almost guaranteed to run into the Queen of the North. But not every costume maker has the official license for Game of Thrones. What are other companies to do? Come up with a design that sparks recognition without sparking a lawsuit. “Our biggest seller right now is Sexy Northern Queen,” Quintana says. “It’s inspired by a TV show.” But she won’t say which one.

10. People love sharks.

From the clunky Ben Cooper plastic costume from 1975’s Jaws to today, people can’t seem to get enough of shark-themed outfits. “We do a lot of sharks,” Berman says. “Maybe it’s because of Shark Week in the summertime, but sharks always tend to trend. People just like the idea of sharks.”

11. Dead celebrities mean sales.

It may be morbid, but it’s a reality: The high-profile passing of celebrities, especially close to Halloween, can trigger a surge in sales. “Before Robin Williams died, I couldn’t sell a Mork costume for a dollar,” Weeks says. “After he died, I couldn’t not sell it for less than $100.”

12. The Halloween costume business profits from people shopping at the last minute.

Ever wonder why food and other novelty costumes tend to outsell traditional garb like pirates and witches? Because costume shopping for adults is usually done frantically and they don’t have time to compare 25 different Redbeards. “People tend to do it at the very last minute, so we want something that pops out at them,” Berman says. “Like, ‘Oh, I want to be a crab.’”

Weeks agrees that procrastination is profitable. “We make a lot of money on shipping,” he says. “Some people get party invites on the 25th and so they’re paying for next-day air.”

13. It’s not actually a seasonal business.

Everyone we spoke to agreed that the most surprising thing about the Halloween business is that it’s not really seasonal on their end. Costumes are designed year-round, and planning can take between 12 and 18 months. “It’s 365 days a year,” Quintana says. “We’ll start thinking about next Halloween in December.”

This piece was first published in 2017 and republished in 2019.

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