Mars 2026 Halloween Trends: Candy as "Social Currency"
Source:Holiday Party /
Time:2026-08-26
Mars' annual "Tricks, Treats and Trends" report reveals that Halloween has become America's longest retail season, with candy acting as "social currency" that helps consumers claim the title of "best house on the block" .
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
71% want texture in their treats; nearly 60% seek "extreme" flavors
New for 2026:
TWIX Skulls
SNICKERS Pumpkins Fun Size
SKITTLES POP'D Creepy Crunch
Returning: SNICKERS Ghoulish Green and M&M'S Halloween Blend
Discovery Channels: 53% of Gen Z spot Halloween trends on TikTok, 49% on YouTube, and 48% on Instagram—but 43% still shop at large-format retailers for treats .
