TikTok Drives Halloween Discovery, But Stores Drive Purchases
Source:Holiday Party /
Time:2026-08-31
Mars' report reveals a clean digital-to-physical shopping journey for Halloween treats, with social media driving discovery but brick-and-mortar stores closing sales .
Discovery Channels (Gen Z):
TikTok: 53%
YouTube: 49%
Instagram: 48%
Purchase Channels (Gen Z):
Large-format retailers: 43%
Grocery stores: 41%
TikTok Shop/social commerce: only 10%
Retailer Advice:
"When online excitement peaks, shelves need to be ready," LeBel advises. Retailers should stock both novelty and classic offerings, as consumers view Halloween as a whole season .
