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Source:Holiday Party / Time:2026-08-28
Halloween Has Evolved Beyond Oct. 31
Halloween used to be one night. Now, according to Mars and consumer data, it's the longest shopping season in America . Key Statistics: 57% of U.S. adults say Halloween is no longer a single day but a full season 66% wish they could buy Halloween candy year-round 76% of Gen Z wish they could buy Halloween candy year-round Nearly 60% of Gen Z is aware of or has participated in "Summerween" Cultural Shift: "Culture, not the calendar, is defining the seasons," said Tim LeBel, Chief Halloween Officer at Mars Snacking North America .
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Source:Holiday Party / Time:2026-08-28
Candy as Social Currency: Consumers Build Community Through Treats
Mars' Halloween report reveals that the candy bowl has evolved from a simple tradition into a powerful social currency . Key Findings: 75% of U.S. adults agree a shared candy bowl builds community 71% believe the candy they hand out says something about them Consumers curate their candy bowls to claim "best house on the block" status 2026 Candy Offerings for "Best House" Status: New: TWIX Skulls, SNICKERS Pumpkins Fun Size, SKITTLES POP'D Creepy Crunch Returning: SNICKERS Ghoulish Green, M&M'S Halloween Blend M&M'S ranked as the #1 Halloween candy brand
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Source:Holiday Party / Time:2026-08-28
Halloween Spending Rebounds to $13.1 Billion in 2025
According to the National Retail Federation, Americans spent an estimated $13.1 billion on Halloween in 2025, rebounding from $11.6 billion in 2024 . Spending Trend: 2023: $12.2 billion 2024: $11.6 billion (decline) 2025: $13.1 billion (record high) Context: The rebound from 2024's decline tops the previous high of $12.2 billion in 2023, demonstrating the resilience of Halloween spending . The growth reflects Halloween's evolution from a single-day event into a multi-month retail season, with consumers spending billions annually on costumes, candy, decorations, and parties .
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Source:Holiday Party / Time:2026-08-28
Target's Halloween Assortment: 70% New and 60% Exclusive
Target is leaning heavily into newness for its 2026 Halloween collection, with nearly 70% of the assortment being new and about 60% available only at Target . Key Details: New Products: 70% of the Halloween collection is new for 2026 Exclusivity: 60% of products are only available at Target Decor Pricing: 60% of decor products are under $10 Costumes: 50% of Halloween costumes and accessories are under $25 Private Label Threshold Brand: Halloween-themed glass pumpkins, rattan decor, haunted village pieces, and more Costume Selection Includes: K-Pop Demon Hunters Expanded Pokémon selection Toy Story Super Mario Executive Comment: "Our guests are looking for more than simple Halloween decorations or costumes. They want the latest trends, meaningful ways to celebrate with family and friends, and products that reflect the fandoms they're excited about," said Cara Sylvester, Target's Chief Merchandising Officer .
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Source:Holiday Party / Time:2026-08-28
Ocean Park Halloween Fest 2026 Partners with Jackson Wang
Hong Kong's Ocean Park has unveiled its 2026 Halloween Fest, featuring a major collaboration with global music icon Jackson Wang and his original fantasy IP "Under the Castle" . Event Details: Dates: September 5 to November 1, 2026 "Under the Castle" Experience: A supernatural realm created and creatively directed by Jackson Wang Exclusive Characters: Pumpkie and Spookie debuting at the Fest Attractions: A mysterious ancient castle emerging from the mist at The Summit Brand-new frights with dark, gothic aesthetics Perfectly designed photo spots blending the signature dark, gothic look Interactive Elements: The two mischievous figures (Pumpkie and Spookie) offer interactive fun for visitors .
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Source:Holiday Party / Time:2026-08-28
Walmart Unveils Purple Halloween-Themed Slipcovers for DVDs and Blu-rays
Walmart has begun rolling out its latest Halloween-themed DVD and Blu-ray Disc slipcovers for 2026, featuring purple covers with glow-in-the-dark artwork . Titles Available: Sinners and Weapons DVDs ($12.96) Van Helsing 4K Ultra HD Blu-ray ($14.96) Army of Darkness and Mars Attacks! Blu-rays ($9.96) A Nightmare on Elm Street 4K Blu-ray ($19.96) The Mummy Trilogy Blu-ray ($12.96) The Halloween Trilogy DVD ($14.96) Five Nights at Freddy's 2-Movie Collection ($22.96) Final Destination 6-Film Collection ($24.96) The Conjuring Universe 9-Film Collection ($34.96) Universal Classic Monsters Complete 30-Film Collection ($49.96) The discs are standard-release versions with regular box art underneath the themed slipcovers
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Source:Holiday Party / Time:2026-08-28
LEGOLAND California Brick-or-Treat Returns for 2026
LEGOLAND California's Brick-or-Treat Monster Party returns for 2026, offering family-friendly Halloween fun on select dates in September and October . Event Highlights: Live Shows + LEGO Monster Meet & Greets: Meet Monster Rocker, Tiger Woman, Mummy, Green Witch, Spider Lady, and Monster Scientist Limited-Time Attractions: Disco Dragon Coaster with groovy monster soundtrack, Ghost Cruise, Halloween-themed Driving School Costume Contests: For kids and groups Trick-or-Treating: Candy stations throughout the park (supported by HARIBO) LEGO Halloween Tree: Brand-new 17-foot tree made from 680,963 LEGO bricks with twinkling lights, cobwebs, and playful pumpkins The Great Monster Chase: 4D movie adventure Monster Sleepover: Guests can stay overnight at LEGO-themed hotels with early access to rides, a "Brick BOOOOO-gie" dance party, and meet & greets with LEGO characters including Lord Vampyre and Monster Frankenstein .
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Source:Holiday Party / Time:2026-08-28
Social Media Drives Discovery; Stores Close the Sale
Mars' Halloween report reveals a clean digital-to-physical shopping journey for Halloween treats . Discovery Channels (Gen Z): TikTok: 53% YouTube: 49% Instagram: 48% Purchase Channels (Gen Z): Large-format retailers: 43% Grocery stores: 41% Key Insight: Inspiration is increasingly virtual, but the transaction still happens in real life. This digital-to-physical behavior creates opportunities for retailers to capture demand generated on social media . Consumer Preferences: 71% want texture in their treats Nearly 60% seek "extreme" flavors 3 in 4 view candy as an essential daily pleasure
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Source:Holiday Party / Time:2026-08-28
Mars Report: Halloween Is America's Longest Retail Season
Mars' 2026 "Tricks, Treats and Trends" report reveals that Halloween has become America's longest shopping season, driven by the rise of "Summerween" . Key Findings: 57% of U.S. adults say Halloween is no longer one day but a full season 66% wish they could buy Halloween candy year-round (76% for Gen Z) Nearly 60% of Gen Z is aware of or has participated in Summerween 75% agree a shared candy bowl builds community 71% believe the candy they hand out says something about them New Mars Products for 2026: TWIX Skulls SNICKERS Pumpkins Fun Size SKITTLES POP'D Creepy Crunch M&M'S Milk Chocolate Pumpkin Pie Returning: SNICKERS Ghoulish Green and M&M'S Halloween Blend Regional Preferences: West: Strongest preference for Halloween-themed treats (48%) South: Favors gummies (46%) Chocolate remains the national favorite
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Source:Holiday Party / Time:2026-08-28
Fanta Launches Original "Haunted Universe" with Own Characters
Coca-Cola's Fanta brand is making its biggest Halloween move yet, launching "Fanta's Haunted Universe" with four original characters created in-house rather than licensing Hollywood properties . Key Strategy Shift: Previous Approach: Rented famous horror characters like Chucky and Beetlejuice 2026 Approach: Created own characters: a sports-car-driving vampire, a werewolf DJ, a cyborg Frankenstein, and a jack-o'-lantern scarecrow Global Rollout: Campaign launches August 26 across more than 50 markets Financial Rationale: Licensing Hollywood characters is expensive. By creating its own characters, Fanta can: Widen gross margins on Halloween products Reuse the cast every year without new deals Build long-term brand assets Gen Z Focus: Fanta appeals more to younger consumers, and Halloween is a major event for Gen Z. Building loyalty early can pay off for decades . Scale: Fanta's Halloween effort delivered 10 billion impressions last year. The campaign was built with entertainmen
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