Boys often reach for superheroes with Spiderman and Batman showing up in the top 10 choices for kids in the retailers' survey.
This year Tomkiewicz says Captain America is just as popular among young men as it has been with adults.
"It depends on what was in the theaters," she says.
Hickey says Captain America shields have been "an accessory people are really into." Prices range from $14.99 for child sizes to $85 for a metal, rental-quality shield at his website. Power Rangers have also definitely made a comeback this year, he says.
Boys have been in the market for the zombie makeup along with older shoppers, Tomkiewicz says.
And one costume has never gone out of fashion: pirates.
"Pirates are still a huge category for us," Siegel-George says. "They just never seem to quite go away."