Social Media Drives Discovery; Stores Close the Sale
Source:Holiday Party /
Time:2026-08-28
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
