Mars released its “Mars Tricks, Treats and Trends 2026” report. The findings offer a detailed look at how U.S. consumers are celebrating the Halloween season, starting as early as summer with “Summerween.”
Spooky Season and Sweets
The report’s results show that Halloween has expanded beyond a single night into a multi-month phenomenon driven by younger generations and early-season celebrations.
Fifty-seven percent of U.S. adults agree that Halloween is no longer just one day, but an entire season. Furthermore, two-thirds of Americans wish they could buy their favorite Halloween candy year-round—a figure that jumps to 76% among Gen Z. Their enthusiasm for the season is driving the rise of “Summerween,” a trend that nearly 60% of Gen Z is familiar with or has participated in.
“Culture, not the calendar, defines seasons and drives our strategy. This year’s annual trends report shows Halloween is becoming America’s longest retail season, anchored by Summerween gatherings, early decorating, and seasonal snacking,” noted Tim LeBel, Chief Halloween Officer and Chief Customer Officer for Mars Snacking North America.
Social Media Rewrites Halloween
The modern shopping journey seamlessly blends digital discovery with in-store execution. For younger generations, treat discovery is overwhelmingly digital. The majority of Gen Z (53%) discovers trends on TikTok, followed by YouTube (49%) and Instagram (48%). However, final transactions still overwhelmingly take place in the physical world. Taking their digital shopping lists to physical shelves, 43% of Gen Z purchase their Halloween candy at mass merchandisers, while 41% shop at grocery stores or supermarkets. This dynamic highlights that while inspiration is increasingly virtual, tangible retail experiences remain strong.
Related Article: The Sweet Candy Business of Halloween
What Consumers Are Looking For
With 3 out of 4 U.S. adults viewing candy as an essential daily treat, shoppers are seeking complex, multi-sensory experiences driven by a desire for novelty. Among respondents, 71% look for unique textures in their treats, while nearly 60% favor “extreme” flavors.
While chocolate remains the undisputed favorite across the U.S., the report revealed fun regional preferences for the season. For example, the West displays the strongest preference for Halloween-themed treats (48%), while the South leans heavily into gummies (46%).