Mars, a leader in Halloween products, is going all in on Summerween — a growing cultural trend turning the spooky season into a months-long celebration. New data from Mars and Ipsos highlights how Gen Z and millennials are driving the shift and redefining what it means to celebrate the season.
“Summerween is a movement and Mars is matching that energy—making sure your favorite Halloween products are on shelf whenever you’re ready to celebrate,” said Tim LeBel, Mars Chief Halloween Officer and President of Sales. “We’re inspired by the fans reshaping tradition and we’re ready to celebrate alongside them with more than 90 products in our 2025 Halloween line-up.”
Gen Z and Millennials Lead the Summerween Surge
New findings from the 2025 “Mars Tricks, Treats and Trends” report reveal that Summerween isn’t just about shopping early—it’s a seasonal mindset, especially among Gen Z and Millennials.
Across all ages, 1 in 5 American Halloween celebrants begin planning for the holiday early (two months or more in advance) AND they’re not just planning—they’re all in:
- Gen Z (1.5x) and Millennials (1.6x) are more likely to get a jump on spooky season.
- Early planners also go all out for Halloween—they are 2x more likely to celebrate at home with friends, cook Halloween-inspired meals and dress up.
- And these early planners are nearly 3x more likely to grab Halloween candy the moment it’s available.
The 2025 Mars Halloween Lineup is Here
With fans celebrating earlier than ever, shelves nationwide are now getting stocked with seasonal Mars treats, including returning classics back by popular demand and fresh new looks:
- ·M&M’S® Milk Chocolate Pumpkin Pie
- M&M’S® Halloween Blend
- SNICKERS® Pumpkins
- TWIX® and SNICKERS® Ghoulish Green
- SKITTLES® Shriekers
- New seasonal packaging and variety packs for celebrations all season long
“Halloween is evolving, and today’s consumers are making the season their own,” LeBel added. “We’re seeing new rituals take shape, and if you’re ready to celebrate, Mars is here to lead the way with iconic treats and seasonal sweets.”
