Mars report finds Halloween celebrations starting earlier as ‘Summerween’ gains popularity
Halloween is becoming more than a one-night event, with many Americans embracing months of seasonal celebrations beginning in the summer, according to Mars’ annual 2026 “Mars Tricks, Treats and Trends” report.
The candy maker released the report Thursday to mark the 100-day countdown to Halloween, finding that 57% of U.S. adults now view Halloween as a full season rather than a single day. The survey also found that two-thirds of Americans wish they could buy their favorite Halloween candy year-round, with that figure rising to 76% among Generation Z consumers.
Mars said younger consumers are driving the growth of “Summerween,” an early Halloween celebration that nearly 60% of Gen Z respondents said they are aware of or have 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.”
The report also found that candy continues to play a social role during Halloween. According to the survey, 75% of adults believe sharing a candy bowl helps build community, while 71% said the candy they hand out reflects something about them.
To meet seasonal demand, Mars is introducing new Halloween-themed products, including TWIX Skulls, SNICKERS Pumpkins Fun Size and SKITTLES POP’D Creepy Crunch, while bringing back returning favorites such as SNICKERS Ghoulish Green and M&M’S Halloween Blend.
The survey also found that social media continues to shape Halloween shopping habits, particularly among younger consumers. More than half of Gen Z respondents said they discover Halloween candy trends on TikTok, followed by YouTube and Instagram, though most still purchase treats at large-format retailers or grocery stores.
Consumers are also seeking new flavors and textures, according to the report. About 71% of respondents said they enjoy textured candy, while nearly 60% said they are interested in trying more extreme flavors.
The findings are based on a Morning Consult online survey of 3,001 U.S. adults who plan to celebrate Halloween. The survey was conducted June 1-5 and has a margin of error of plus or minus 2 percentage points.
