Mars Snacking has released its 2026 "Tricks, Treats and Trends" report, detailing a shift in consumer behaviour as Halloween transitions from a single day into a multi-month retail occasion.

The insights, based on a survey of 3,001 US adults conducted by Morning Consult, show that 57% of consumers now view Halloween as an extended season rather than a one-night event. Demand is particularly pronounced among younger demographics, with 76% of Gen Z respondents expressing a desire to purchase seasonal confectionery year-round.

Nearly 60% of Gen Z consumers reported awareness of or participation in "Summerween", a trend where seasonal celebrations begin during the summer months. To meet early-season consumer demand, Mars is distributing its 2026 Halloween portfolio nationwide starting this month, aligning with the 100-day countdown to the holiday.

"Culture, not the calendar, is defining the seasons and our strategy," said Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America. "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."

Digital Discovery

The report highlights a distinct split between where consumers discover seasonal products and where transactions take place. Social media platforms serve as the primary discovery channel for younger shoppers, with 53% of Gen Z identifying Halloween trends on TikTok, followed by YouTube (49%) and Instagram (48%).

Despite the reliance on digital inspiration, physical brick-and-mortar stores remain the dominant point of purchase. The data indicates that 43% of Gen Z consumers buy their Halloween confectionery at large-format retailers, while 41% complete their purchases at grocery stores.

Confectionery also continues to play a role in social hosting and community engagement. According to the findings, 75% of US adults believe sharing a candy bowl fosters community connections, and 71% state that their choice of treat reflects their personal hosting style.

Seasonal Product Launches

Consumer preferences are increasingly leaning towards complex sensory profiles. The survey indicates that 71% of respondents seek out specific textures in seasonal confectionery, while nearly 60% prefer bolder or more extreme flavours. Additionally, regional preferences vary across the US market, with Western consumers showing the highest preference for Halloween-themed shapes (48%) and Southern consumers preferring gummy products (46%).

To address these consumer demands, Mars is rolling out new seasonal items alongside established SKUs:

💀 TWIX Skulls

🎃 SNICKERS Pumpkins Fun Size

🍬 SKITTLES POP'D Creepy Crunch

🥧 M&M'S Milk Chocolate Pumpkin Pie

🟢 SNICKERS Ghoulish Green

🎃 M&M'S Halloween Blend

The complete portfolio of seasonal products is entering retail channels nationwide as manufacturers and retailers adapt to earlier consumer demand across the seasonal purchasing window.