Some are questioning whether certain costumes sold online for kids are age apporpriate.
EAU CLAIRE, Wis. (WEAU) -- At Action City in Eau Claire, it looks like it could be Halloween night. Kids were dressing up early, hoping to nab the top spot in Wednesday's costume contest.
And alongside them, parents, who had the final say in what they could wear.
But for Halloween night, there are a lot more choices popping up for kids' costumes. We asked parents whether some outfits online were taking things too far.
"My kids wouldn't wear it, not surprised parents let their kids out there with that," said Paul Borgan, a parent.
"I would be concerned about that and I would try, I would have her wear a long sleeve top or wear leggings and a way to still have the fun and frilliness but still keep it age appropriate," said Diana Johnson.
UW-Eau Claire Marketing Professor Scott Swanson says marketers usually look to people like celebrities for inspiration and take what they wear to the marketplace.
He says the internet has played a big part in creating a specialized place where you can find anything.
"I have a lot of options, I don't have to just go to the big box retailer and buy something that's mass produced," Swanson said.
And as long as people buy them, retailers will sell them. But with the internet people now have a soapbox to stand on.
There was outrage on the net earlier this fall over the "naughty leopard" costume sold at Wal-Mart.
The Huffington Post says a woman posted a picture of it online, people reacted and Wal-Mart said they were pulling it from their shelves.
"Now you can influence thousands and thousands in a very quick and easy manner and that's a challenge now for retailers," he added.