CHICAGO — As Halloween approaches, Mars today unveiled new findings from its 2026 "Tricks, Treats and Trends" survey, offering insight into how consumers are celebrating the season and shopping for Halloween candy.
The latest research shows that Halloween celebrations continue to evolve, with many consumers opting for at-home traditions centered around entertainment and seasonal treats. According to the survey, watching movies and television shows (37%) and enjoying seasonal candy (35%) rank among the most popular Halloween activities, outpacing trick-or-treating (21%), house parties (22%) and community events (14%).
The trend is especially evident among parents. Forty percent of parents surveyed said they plan to celebrate by watching Halloween-themed movies or shows at home, compared with 30% who expect to participate in trick-or-treating.
"Consumers continue to find new ways to celebrate Halloween, from cozy nights at home to sharing seasonal experiences online," said a Mars spokesperson. "Candy remains at the heart of Halloween traditions, whether families are preparing for trick-or-treaters, creating social media content or enjoying seasonal moments together."
The survey also found that shoppers are taking a strategic approach to Halloween candy purchases. More than 40% of consumers reported restocking candy specifically to avoid running out for trick-or-treaters, while approximately two in five shoppers purchase an additional "buffer bag" of candy to keep on hand throughout the season.
Social media is also playing an increasingly influential role in shaping Halloween traditions. Sixty-eight percent of Gen Z consumers and 67% of Millennials said Halloween candy makes for better social media content than everyday candy, driving demand for limited-time flavors, seasonal packaging and unique product experiences.
To meet consumer demand, Mars is expanding its Halloween candy portfolio with a mix of new product launches, expanded offerings and returning seasonal favorites.
New Halloween Innovations
- SKITTLES POP'd Creepy Crunch
- TWIX Skulls
- SNICKERS Fun Size Pumpkins
Expanded Seasonal Offerings
- M&M'S Fun Size Minis Chocolate Candies Variety Mix with Milk Chocolate and Peanut Butter
- SKITTLES Fun Size Bags, now available in SKITTLES Sour and Gummies varieties
- SKITTLES Gummies Fun Size Variety Mix featuring Sour, Original and Wild Berry flavors
- Fun Size Fruity Favorites Variety Mix featuring SKITTLES Original, SKITTLES Wild Berry, STARBURST Original and STARBURST FaveReds
Returning Halloween Favorites
- M&M'S Milk Chocolate Pumpkin Pie
- M&M'S Halloween Blends in Milk Chocolate, Peanut and Peanut Butter varieties
- SNICKERS Pumpkins
- TWIX and SNICKERS Ghoulish Green
- SKITTLES Shriekers
With consumers increasingly seeking seasonal experiences, shareable moments and limited-edition treats, Mars' 2026 Halloween lineup is designed to help retailers and shoppers make the most of the spooky season.
