Mars Celebrates the Evolution of Halloween with Annual Trends Report and Seasonal Treats
As the 100-day countdown to Halloween begins, Mars, the authority on all things spooky, has released its 2026 “Mars Tricks, Treats and Trends” report. This comprehensive guide offers a fascinating glimpse into how Americans are celebrating the Halloween season, with a particular focus on the rise of Summerween, a trend that’s spreading like wildfire among younger generations.
A Season, Not Just a Night
The report reveals that a whopping 57% of U.S. adults now view Halloween as a full-fledged season, rather than just a single night of trick-or-treating. This shift is largely driven by younger generations, with 76% of Gen Z respondents expressing a desire to purchase their favorite Halloween candy year-round. The findings also show that two-thirds of Americans wish they could indulge in their favorite spooky treats at any time, not just during the Halloween season.
Summerween: A New Tradition Takes Shape
Summerween, a trend that’s nearly 60% of Gen Z is either aware of or has participated in, is fast becoming a staple of the Halloween season. This phenomenon is characterized by earlier decorating, themed snacking, and, of course, Summerween gatherings. As Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America, notes, “Culture, not the calendar, is defining the seasons and our strategy.”
The Candy Bowl: A Social Currency
The humble candy bowl has evolved into a powerful social currency, with consumers seeing their candy offerings as reflections of their hosting reputations and tools for forging community ties. A staggering 75% of U.S. adults agree that a shared candy bowl builds community, while 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, including Mars’ latest innovations, such as TWIX Skulls and SNICKERS Pumpkins Fun Size.
Social Media: The New Shopping List
The modern path to purchase is a seamless blend of digital discovery and physical retail. For younger generations, candy discovery is heavily digital, with 53% of Gen Z spotting trends on TikTok, followed by YouTube and Instagram. However, the final transaction still overwhelmingly happens in real life, with 43% of Gen Z shopping for Halloween treats at large-format retailers and 41% at grocery stores.
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.
Regional Preferences
While chocolate remains the reigning favorite across the U.S., the report uncovered some fun regional preferences for the season. The West has the strongest preference for Halloween-themed treats (48%), while the South is all about gummies (46%).
Mars Delivers Seasonal Excitement
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. Whether you’re a seasoned Halloween enthusiast or just starting to get into the spirit, Mars has something for everyone this season.