Mars has released its annual “Mars Tricks, Treats and Trends” report, detailing a shift in how U.S. consumers celebrate and shop for the Halloween season. The findings indicate that 57% of U.S. adults view Halloween as a multi-month season rather than a single day. Driven by younger demographics and trends like Summerween, two-thirds of Americans expressed a desire to buy Halloween candy year-round, including 76% of Gen Z respondents.
The report highlights the social role of seasonal candy, with 75% of surveyed adults agreeing that a shared candy bowl builds community. Additionally, 71% noted that the type of candy they hand out reflects on them personally. To meet early seasonal demand, Mars is releasing its nationwide 2026 Halloween lineup this month, featuring items such as TWIX Skulls, SNICKERS Pumpkins Fun Size, SKITTLES POP’D Creepy Crunch, and M&M’S Milk Chocolate Pumpkin Pie.
Digital platforms play a prominent role in how younger consumers discover seasonal products. According to the data, 53% of Gen Z consumers find Halloween trends on TikTok, followed by YouTube at 49% and Instagram at 48%. Despite digital discovery, the majority of actual purchases occur in physical stores, with 43% of Gen Z shopping at large-format retailers and 41% at grocery stores.
Consumer preferences continue to lean toward multi-sensory and varied treat options. The survey found that 71% of respondents seek specific textures in their treats, while nearly 60% look for extreme flavors. The report also identified regional variations in candy preferences, noting that consumers in the West show the strongest preference for Halloween-themed items at 48%, while 46% of respondents in the South favor gummies.
The company’s seasonal products and returning items, including M&M’S Halloween Blend and SNICKERS Ghoulish Green, are currently rolling out to retail shelves nationwide. Complete findings from the survey are detailed in the full 2026 report released by the brand.
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