Halloween is no longer a one-night event — and the data to prove it is now on the shelf. Mars, Incorporated released its 2026 "Tricks, Treats and Trends" report on July 23, marking the 100-day countdown to Halloween with survey findings that carry real implications for foodservice operators, retailers, and hospitality venues planning their seasonal programming.
The Morning Consult survey of 3,001 U.S. adults who plan to celebrate Halloween found that 57% no longer consider Halloween a single day, but a full season. Two-thirds of all respondents said they wish they could purchase their favorite Halloween candy year-round — a figure that climbs to 76% among Gen Z. That same cohort is driving the "Summerween" trend, a midsummer celebration of all things Halloween, which nearly 60% of Gen Z is either aware of or has participated in.
The Operator Opportunity
For restaurant and hospitality operators, the report signals a widening window for seasonal menu features, themed events, and limited-time offerings. The candy bowl itself has taken on new social weight: 75% of U.S. adults agree that a shared candy bowl builds community, and 71% believe the treats they hand out reflect on them personally. That psychology translates directly to hospitality contexts — from hotel lobbies stocking seasonal confections to restaurants curating themed dessert menus well before October.
Mars is meeting early demand by releasing its full 2026 Halloween portfolio nationwide starting this month. New items include TWIX Skulls, SNICKERS Pumpkins Fun Size, and SKITTLES POP'D Creepy Crunch, alongside returning seasonal staples. M&M'S ranked as the No. 1 Halloween candy brand among survey respondents. The early availability is designed to capture Summerween momentum — a signal to buyers and menu planners that waiting until September to activate seasonal programs may mean leaving sales on the table.
Discovery vs. Purchase
The report also maps a consumer path to purchase that has direct relevance to how operators market seasonal specials. Among Gen Z, 53% discover Halloween trends on TikTok, followed by YouTube at 49% and Instagram at 48%. Despite the digital-first discovery phase, the actual purchase still happens predominantly in physical retail: 43% of Gen Z shops for Halloween treats at large-format retailers and 41% at grocery stores. For foodservice operators, this means social media content showcasing seasonal offerings can drive awareness, while the in-venue or in-store experience closes the transaction.
Sensory complexity is also shaping purchasing decisions. Three in four U.S. adults view eating candy as an essential daily pleasure, and 71% want texture in their treats, while nearly 60% are seeking "extreme" flavors. New launches like SKITTLES POP'D Creepy Crunch and M&M'S Milk Chocolate Pumpkin Pie are engineered to meet that demand. Regional variation adds another layer of nuance: the West shows the strongest preference for Halloween-themed treats at 48%, while the South skews toward gummies at 46% — data points that could inform regional menu or retail assortment decisions.
The broader trend aligns with what beverage industry analysis has documented across seasonal drink launches: consumers increasingly expect seasonal experiences to begin in summer, not fall. Operators who build that lead time into their restaurant technology coverage and procurement planning — including digital menu updates and inventory forecasting — are best positioned to capitalize on the extended window. Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America, framed it directly: "Culture, not the calendar, is defining the seasons and our strategy."
The full 2026 "Mars Tricks, Treats and Trends" report is available at mars.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
