Halloween is no longer just one night of costumes and candy. It has become a full seasonal celebration, with consumers planning earlier, treating themselves more, decorating their homes, watching scary movies, and making plans with friends and family.
According to Mars’ 2026 Halloween insights, nearly 6 in 10 U.S. adults believe Halloween is no longer one day but a full season.
That shift is changing how people participate. Halloween now stretches across candy bowls, costumes, parties, movies, decorations, trick-or-treating, and seasonal experiences, creating more opportunities for brands to reach consumers throughout the season.
Treats still anchor the season
Candy remains one of the biggest parts of Halloween. Mars’ 2025 insights found that 95% of Americans who celebrate Halloween typically purchase candy, and on average, shoppers buy Halloween candy nearly four weeks in advance.
Hershey’s 2026 insights also show that parents are getting ahead of the season, with just over 2 in 3 parents already buying Halloween candy during the summer.
Candy is not just about trick-or-treating. According to Mars’ 2026 insights, 75% of U.S. adults believe a shared candy bowl builds community and fosters connection.
While candy remains central to Halloween, it has increasingly become part of a broader season of social gatherings, traditions, and experiences.
Halloween is becoming more social
Halloween participation is expanding beyond the front porch; Gen Z and Millennials are more likely than older generations to celebrate Summerween, dress up in costume, and socialize at their house or a friend’s house.
At the same time, consumers are increasingly making Halloween a social occasion, whether through parties, themed gatherings, seasonal attractions, or nights out with friends.
Together, these behaviors show that Halloween is no longer defined by a single activity. It has evolved into a season that blends shopping, entertainment, socializing, family traditions, and community experiences.
Local celebrations look different by market
While Halloween is now a national season, people are not celebrating the same way everywhere.
The local insights show how different markets lean into different parts of the holiday:
- New York: Consumers are 25% more likely to go out to a bar or club.
- Chicago: Consumers are 19% more likely to buy alcoholic beverages
- San Francisco: Consumers are 32% more likely to attend a house party
- Dallas: Consumers are 24% more likely to host a party.
- Miami: Consumers are 19% more likely to buy a costume.
Why local matters for Halloween advertisers
These differences create different opportunities for retailers, restaurants, entertainment, alcohol brands, grocery stores, candy brands, costume retailers, and local attractions.
A consumer planning a night out in New York is responding to a different set of motivations than someone visiting a haunted attraction in Atlanta or attending a house party in San Francisco.
Halloween may be a national holiday, but the moments that drive participation are often local.
For advertisers, that means seasonal planning should go beyond broad national messaging. Understanding how consumers celebrate in specific markets can help brands align creative, media, and offers with the behaviors most likely to drive engagement.
Takeaway
As the holiday stretches from summer to October, advertisers have more opportunities to reach shoppers. The strongest campaigns will recognize how Halloween behaviors shift market by market and tailor messaging to match how consumers are actually celebrating.
The brands best positioned to win will be those that combine national seasonal relevance with local consumer insight, recognizing that Halloween may be celebrated everywhere, but not in the same way.
Sources
- MRI-Simmons. 2026 Q3 Trending Topics Study. Fielded June 17–July 1, 2026. Base: Respondents planning Halloween activities. June 2026.
- Mars. 2025 Tricks, Treats and Trends Report. March 2025.
- Mars. 2026 Tricks, Treats and Trends Report. June 2026.
- The Hershey Company and Morning Consult. Unwrapping Halloween: Hershey’s State of the Season Report. July 2026.
