When a costume just isn't cutting it, Halloween revelers conceal their identity behind a mask. Searches on "halloween masks" are up 11% this week as folks consider covering their faces.

Related searches on "scary mask" are up 634% over the past seven days as the holiday draws frightfully near. What's truly scary is the variety of mask searches deep within our data. Here are the top 20 from this week...

A couple of notes unmasked...

—Horror heroes dominate the top 20, but what's up with Penn State football coach Joe Paterno coming in at #18? The legendary coach cultivates a distinctive look, but we didn't figure to see JoePa among the top masks.

—Our favorite masks that didn't make the top 20? Well, you can't go wrong with a "rat fink mask." Or a "krusty the clown mask." But a "donald trump mask"? Talk about scary.