NEWARK, N.J. – To kick off the 100-day countdown to Halloween, Mars, the authority on Halloween, released its 2026 “Mars Tricks, Treats and Trends” report[HM1] . The insights offer an in-depth look at how U.S. consumers are celebrating the Halloween season, starting with Summerween. The findings show that Halloween has extended beyond a single night of trick-or-treating, evolving into a multi-month phenomenon driven by younger generations and spooky celebrations creeping up on the calendar.
In fact, 57% of U.S. adults say Halloween is no longer one day, but a full season. Further, two-thirds of Americans wish they could purchase their favorite Halloween candy year-round, with that number climbing to 76% among Gen Z. Their enthusiasm for the season is fueling the rise of Summerween, a trend nearly 60% of Gen Z is either aware of or has participated in.
“Culture, not the calendar, is defining the seasons and our strategy. This year’s annual trends report shows that Halloween is becoming America's longest retail season, marked by Summerween gatherings, early decorating and themed snacking,” said Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America. “The momentum behind earlier Halloween celebrations is building, and Mars is helping everyone get in the spirit by ensuring our seasonal candy icons and innovations are available to meet the moment.”
Candy as Currency for Connection
The candy bowl has evolved from a simple Halloween tradition into a powerful social currency. The “Mars Tricks, Treats and Trends” report reveals consumers see their candy offerings as reflections of their hosting reputations and tools for forging community ties: 75% of U.S. adults agree that a shared candy bowl builds community, and 71% believe the candy they hand out says something about them.
To claim the title of "best house on the block," shoppers are curating their bowls with trusted favorites and new treats. Mars is helping consumers elevate their candy bowl assortments with new TWIX Skulls, SNICKERS Pumpkins Fun Size and SKITTLES POP’D Creepy Crunch, along with returning classics like SNICKERS Ghoulish Green and M&M’S Halloween Blend—M&M’S notably ranked as the No. 1 Halloween candy brand among those surveyed. All these treats are hitting shelves nationwide now, meeting demand from consumers looking to celebrate Summerween.
Social Media Rewrites the Halloween Shopping List
The modern path to purchase seamlessly blends digital discovery with physical retail. For younger generations, candy discovery is heavily digital. Most of Gen Z (53%) spots trends on TikTok, followed by YouTube (49%) and Instagram (48%). However, the final transaction still overwhelmingly happens in real life. Taking their digital shopping lists to the physical shelf, 43% of Gen Z shops for Halloween treats at large-format retailers and 41% at grocery stores. This dynamic underscores that, while inspiration is increasingly virtual, tangible shopping experiences remain strong.
Consumers Crave Bold, Multi-Sensory Experiences
As 3 in 4 U.S. adults view eating candy as an essential daily pleasure, shoppers are seeking out complex, multi-sensory experiences, driven by the desire for novelty. Of those surveyed, 71% want texture in their treats, while nearly 60% are looking for "extreme" flavors. Mars is answering this call with new items like the crisp, airy SKITTLES POP’D Creepy Crunch and on-trend seasonal flavors like M&M’S® Milk Chocolate Pumpkin Pie.
And while chocolate is still the reigning favorite across the U.S., the report uncovered fun regional preferences for the season. For example, the West has the strongest preference for Halloween-themed treats (48%), while the South is all about gummies (46%).
With the release of its annual Halloween trends report and seasonal lineup, Mars remains committed to delivering seasonal excitement, high-quality treats and meaningful insights for every treating moment.
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