Hershey: Consumers Engage With Halloween Months Before October
The company reported that 67% of parents have already purchased Halloween candy this summer.
Aug 03, 2026 | 2 min read
Excitement and preparation for Halloween is now starting before the traditional month of October, according to Unwrapping Halloween: Hershey's State of the Season Report. Hershey reported that Americans are turning Halloween “into a series of unique moments that build over time. The result is a new Halloween calendar shaped less by a single shopping occasion and more by anticipation, connection and community.”
Hershey noted that younger consumers are celebrating “Summerween,” and that it is one signal of the larger behavioral shift around Halloween anticipation, with growing consumer behavior of engaging with Halloween months before October.
The report highlighted:
- 55% of parents say they're in "Halloween mode" before October begins.
- 67% of parents have already purchased Halloween candy this summer.
- 53% of Gen Z consumers are familiar with the term "Summerween."
- 41% of parents expect to be more involved in Halloween celebrations this year.
The research also found that consumers aren't just embracing Halloween due to products appearing on shelves earlier. Insights show that Summerween and Halloween fulfill different needs for consumers.
“Summerween is helping open the season, especially among younger consumers where 53% of Gen Z know the term. Social conversations grew from 14,000 mentions in 2023 to 65,000 in 2025, with consumers associating novelty, aesthetics, self-expression, and personal enjoyment with the occasion … These new occasions underscore the growing role of salty snacks, as consumers look for a variety of flavors, formats and textures to enjoy across occasions,” Hershey said.
The report also noted that:
- Gen Z prefers full-size candy bars at four times the rate of Baby Boomers (36% vs. 9%).
- 71% of Halloween enthusiasts are highly excited about Halloween candy.
- Three Hershey brands rank among the top 5 Halloween candies.
- Reese's is America's No. 1 Halloween candy (39%).
Across all outlets, including e-commerce and vending, confectionery sales reached $55 billion in 2025, according to the National Confectioners Association. C-stores hold nearly 16% share of candy category sales by channel.
Read more about how the candy category performed in 2025 in the June 2026 NACS Magazine article “Candy Rises Despite Challenges.”
