Halloween candy is showing up earlier than ever, and a new Mars survey suggests plenty of shoppers are fine with that. In fact, most Americans surveyed said they want Halloween candy available all year, with Gen Z even more sold on the idea.
What the Mars survey found
Mars released its 2026 Tricks, Treats and Trends report on July 23, 2026, as part of the company’s 100-day countdown to Halloween. According to Mars, two-thirds of Americans wish they could buy their favorite Halloween candy year-round. Among Gen Z, that share rises to 76%.
The company said the findings come from a Morning Consult survey of 3,001 U.S. adults age 18 and older who said they planned to celebrate Halloween. The survey was conducted online in English from June 1 through June 5, 2026, and Mars said the results carry a margin of error of 2%.
Mars also reported that 57% of U.S. adults now see Halloween as a full season rather than a single day. That broader view helps explain why seasonal candy has become a longer-running retail event, not just a late-October push.
In the company statement, Tim LeBel, Chief Halloween Officer and Chief Customer Officer at Mars Snacking North America, said, “Culture, not the calendar, is defining the seasons and our strategy.” He added that Halloween is becoming “America’s longest retail season,” shaped by Summerween gatherings, early decorating, and themed snacking.
Why Gen Z is helping stretch the season
Mars tied the year-round candy appetite to the rise of Summerween, a trend the company said nearly 60% of Gen Z either knows about or has taken part in. In other words, younger shoppers are not just accepting early Halloween displays, they are helping push the season forward.
The report also points to a shopping pattern that blends social media discovery with in-store buying. Mars said 53% of Gen Z discovers Halloween trends on TikTok, followed by YouTube at 49% and Instagram at 48%. Even so, the final purchase still tends to happen in person.
According to Mars, 43% of Gen Z shops for Halloween treats at large-format retailers, while 41% buys them at grocery stores. For home cooks and party planners, that means seasonal candy is not just an impulse checkout buy. It’s increasingly part of earlier party planning, candy bowl stocking, and themed baking.
Mars also found that 75% of U.S. adults agree a shared candy bowl builds community, and 71% believe the candy they hand out says something about them. That helps explain why seasonal assortments now feel tied to hosting and entertaining, not just trick-or-treat night.
The products Mars is putting on shelves now
Mars said its 2026 Halloween lineup is already rolling out nationwide this month to meet that early demand. New items named in the release include TWIX Skulls, SNICKERS Pumpkins Fun Size, and SKITTLES POP’D Creepy Crunch.
The company is also bringing back returning seasonal products including SNICKERS Ghoulish Green and M&M’S Halloween Blend. Mars said M&M’S ranked as the No. 1 Halloween candy brand among those surveyed.
The report added that 71% of consumers want texture in their treats, while nearly 60% are looking for “extreme” flavors. Mars said those preferences are helping shape products such as SKITTLES POP’D Creepy Crunch and seasonal flavors like M&M’S Milk Chocolate Pumpkin Pie.
For shoppers, the big takeaway is simple: early Halloween candy appears to be matching real consumer demand, not just retailer enthusiasm. If this survey is any guide, spooky candy season is no longer confined to October, and younger shoppers are a big reason it may keep expanding.