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
