In 2012, I wrote about the heteronormativity in the couples Halloween costume category at Party City. Now, it’s 2015 and Party City has changed.
I counted all 103 costume sets, dividing them into whether they featured a heterosexual couple, a man-man couple, a woman-woman couple, or were ambiguous. Among them, 74 were aimed at heterosexuals, 12 were for men with men, and 3 were for women with women.
It might be too strong to say that the heteronormativity is gone. There are still more man-woman couples represented than man-man or woman-woman couples, but they’re very centrally there.
This makes people in similar-sex couples more visible. It also has the interesting effect of making some costumes not-so-obviously heterosexual anymore, like the bears or the Ghostbuster costumes. I counted 14 that were at least a little ambiguous as to whether they were intended for a similar-sex or other-sex couple.
Party City is not doing anything overly clever. Clearly they’re just looking for costumes they already have and putting them in combinations that might sell. And they could do a better job about thinking up woman-woman sets. But, there they are. And that’s a real change.Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.