Why Today Show Halloween Costumes Still Rule the Morning After All These Years

Honestly, there is something slightly chaotic about waking up on October 31st and seeing Savannah Guthrie dressed as a literal piece of popcorn or Al Roker transformed into a Smurf. It’s a tradition that has become as much a part of the American holiday fabric as overpriced bags of candy corn and those flimsy plastic masks we all wore in the 90s. The Today Show Halloween costumes aren't just outfits; they are massive, big-budget productions that require months of planning, professional prosthetic teams, and a surprising amount of secrecy.

Every year, the internet waits for that 8:00 AM reveal. It’s the Super Bowl of morning television.

Why do we care so much? Because it’s one of the few times we see the serious news anchors—people who usually report on global crises and economic shifts—completely abandon their dignity for the sake of a bit. It’s humanizing. It’s also incredibly expensive. While you’re DIY-ing a ghost costume out of a bedsheet, the NBC costume department is busy coordinating with Broadway-level makeup artists to ensure that Hoda Kotb looks exactly like a cinematic icon.

The Evolution of the Today Show Halloween Costumes

It didn't always use to be this intense. In the early days, the anchors might just wear a funny hat or a simple mask. But then the ratings started to reflect a genuine public interest in the spectacle. The 2000s saw a massive shift toward "group themes." Instead of everyone doing their own thing, the whole crew started committing to a single universe.

Take 2014, for example. The "Saturday Night Live" theme was a masterclass in nostalgia. You had Matt Lauer as Pat, and Savannah Guthrie and Natalie Morales as the Cheerleaders. It worked because it tapped into the shared NBC history. But then they upped the ante.

When the Themes Went Viral

The "Peanuts" year in 2015 was... polarizing. Seeing human beings with giant, rounded prosthetic heads meant to look like Charlie Brown and Lucy was, frankly, the stuff of nightmares for some viewers. It was a technical marvel, sure, but it veered into the "uncanny valley." Yet, that’s exactly why it succeeded. People couldn't stop talking about it. The Today Show Halloween costumes started leaning into that "wow" factor—either through sheer accuracy or hilarious absurdity.

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Then came the 1980s theme in 2018. This was peak Today Show. You had Hoda as Elton John and Al Roker as Carlton from The Fresh Prince of Bel-Air. It was colorful, high-energy, and hit the sweet spot of 35-to-65-year-old demographic nostalgia. It proved that you don't need terrifying prosthetics if you have enough sequins and a good wig.

The Secret Sauce: How the Reveal Actually Happens

You’ve probably wondered how they keep it a secret. It’s actually pretty impressive. The anchors often arrive at the studio at 3:00 or 4:00 in the morning to begin the "getting ready" process. They are whisked into private makeup rooms. No one outside of the core production team knows the theme.

The reveal usually happens in stages. They start the show in their normal clothes—or sometimes behind a screen—and drop hints throughout the first hour. This is classic "appointment viewing" strategy. They want you to keep the TV on through the commercial breaks. By the time the plaza reveal happens, the crowd outside 30 Rockefeller Plaza is usually in a fever pitch.

The Competition with Good Morning America

We can't talk about these costumes without mentioning the "Morning Show Wars." Good Morning America (GMA) on ABC also goes all out. There is a silent, but very real, battle to see who can trend higher on social media. While GMA often leans heavily into Disney-owned properties (for obvious corporate synergy reasons), the Today Show tends to go for broader pop culture or "Americana" themes.

Usually, the Today Show wins on the "singular iconic image" front. Think back to 2021 when the theme was "Football/Super Bowl." It was timely, it was fun, and it allowed the anchors to play into their natural chemistry.

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Behind the Scenes: The Real Cost of Looking Ridiculous

NBC doesn't release the official budget for these costumes, but industry insiders estimate the cost to be in the tens of thousands of dollars per anchor when you factor in the labor. These aren't store-bought costumes. They are custom-tailored.

1. Prosthetics: In years like the "Broadway" theme (2019), many anchors required silicone appliances that take hours to apply.
2. Choreography: They don't just stand there. They usually have a choreographed dance or a scripted skit. This requires rehearsals that happen in the weeks leading up to the big day.
3. The Plaza Logistics: Managing a crowd of hundreds of people while the anchors are wearing 40-pound costumes or high-heeled boots is a safety nightmare.

It’s a massive operation. The "Best of Broadway" year saw the cast performing numbers from Hamilton, Wicked, and Rent. They actually brought in professional coaches. Savannah Guthrie as Elphaba wasn't just wearing green paint; she was participating in a full-scale musical production.

Why Some Costumes Miss the Mark

Not every year is a slam dunk. Sometimes the theme is a little too niche. Or, occasionally, the costumes are just plain uncomfortable. You can sometimes see it in the anchors' eyes—the "I’ve been in this suit for five hours and I can’t breathe" look.

The 2022 "Las Vegas" theme was fun, but it felt a little scattered. You had Elvis, Adele, and Celine Dion all vying for attention. While the individual costumes were great, it lacked the cohesive "world-building" of the years where they all inhabited one story. Still, Hoda as Celine Dion was a highlight because she leaned so hard into the performance. That's the key: the costume only works if the anchor "becomes" the character.

The Impact on Social Media and Discover

If you’re looking at why Today Show Halloween costumes dominate Google Discover every November 1st, it’s the "shareability." These images are tailor-made for Instagram and TikTok. NBC’s digital team clips the reveals almost instantly.

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The "Country Music" theme (2017) was a perfect example. Seeing Matt Lauer as Dolly Parton was so visually jarring that it was guaranteed to go viral. It didn't matter if you watched the show; you saw the photo. This cross-platform dominance is why the tradition continues even as traditional TV ratings fluctuate. It’s a brand-building exercise that lasts far longer than the three-hour broadcast.

How to Channel Today Show Energy in Your Own Costume

If you want to recreate the vibe of a Today Show reveal, you have to think about "The Group Hook." Individual costumes are fine, but a group theme is what gets people's attention at a party.

• Pick a Shared Universe: Whether it’s 90s cartoons, classic sitcoms, or "Icons of the 80s," make sure everyone is in on the joke.
• Invest in One High-Quality Element: You don't need a thousand-dollar budget. Just get one thing right—the hair, the glasses, or a signature prop.
• The Entrance Matters: The Today Show doesn't just walk out; they reveal. If you’re going to a party, don't just show up. Have a "bit."
• Commit to the Bit: Al Roker doesn't half-ass being a Smurf. He goes full blue. Whatever you choose, do it with 100% confidence.

What to Expect in the Coming Years

As we move further into the 2020s, expect the Today Show to lean more into interactive and tech-heavy costumes. We’ve already seen them use more elaborate sets. We might see more augmented reality elements or themes that tie directly into viral TikTok trends.

However, the heart of the tradition will always be the same: a group of friends (who happen to be famous) getting dressed up and acting silly. In a world where the news is often heavy and stressful, those two hours on Halloween morning provide a much-needed break. It’s a reminder that even the people who tell us about the world's problems can still put on a silly wig and have a laugh.

The legacy of the Today Show Halloween costumes is safe because it taps into a universal human desire to play pretend. We watch because we want to see if they can top last year. We watch because we want to see who had to sit in the makeup chair the longest. And mostly, we watch because it’s just plain fun.

If you are planning your own group costume or just looking back at the archives, remember that the best outfits are the ones where the person wearing them is clearly having the time of their life. That is the real secret to why the NBC plaza remains the epicenter of Halloween every single year.

Actionable Takeaways for Your Next Halloween

• Browse the Archives: Before settling on a theme, look through the last decade of Today Show reveals for inspiration on "Group Dynamics."
• Focus on Recognition: The most successful Today Show costumes are instantly recognizable from 50 feet away. Avoid "niche" characters if you want a similar impact.
• Prioritize Performance: If you’re dressing as a celebrity, learn one of their catchphrases or a 10-second dance move. It transforms a costume into an "experience."
• Check the Weather: The Today Show cast often has to wear these costumes outdoors on a chilly New York morning. If your party involves being outside, layer your costume just like the pros do.

The "Morning Show Halloween" phenomenon isn't going anywhere. It’s a fixture of the holiday season that reminds us not to take ourselves too seriously, even when the cameras are rolling and millions of people are watching.