Halloween Has Become a Full Season: 57% of U.S. Adults Celebrate Beyond October 31
Mars Inc.'s 2026 "Tricks, Treats and Trends" report reveals that Halloween is no longer a single-day event but a multi-month season .
Key Findings:
57% of U.S. adults view Halloween as a full season instead of one day
66% would buy their favorite Halloween candy year-round
Nearly 60% of Gen Z is aware of "Summerween" – the summer take on Halloween
30% of Gen Z have already participated in Summerween celebrations
Summerween Origins:
Summerween began as a fictional holiday in the TV show "Gravity Falls" and has been adopted by fans since 2020 as an informal summer Halloween celebration. The date is the second-to-last Friday of June, roughly 100 days before Halloween .
Mars Strategy:
"More than half of US adults view Halloween as a multi-month experience, and with the rise of Summerween celebrations, the category is adapting to a larger potential sales window," said Tim LeBel, chief Halloween officer at Mars Snacking North America. Mars now starts producing Halloween candy in the spring to hit shelves in the summer .
