HERSHEY, Pa. – Halloween anticipation is starting long before October. According to Unwrapping Halloween: Hershey's State of the Season Report, 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.
Here's a breakdown of the top trends this Halloween season based on The Hershey Company's newly commissioned consumer insights report from Morning Consult.
The New Halloween Calendar Starts with Anticipation
Summerween is one early signal of the larger behavioral shift around Halloween anticipation, the growing consumer behavior of engaging with Halloween months before October. It represents a lighter, more spontaneous "treat for me" expression of the season and extends consumers' excitement through purchases, traditions, decorations, and celebrations.
The findings show:
- 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.
"As Halloween continues to evolve, it's become one of the longest and most anticipated seasons of the year," said Stacy Taffet, Chief Marketing and Growth Officer, The Hershey Company. "Consumers are creating rituals that blend tradition, self-expression, and community. We're meeting consumers where they are with the snacks and experiences that help make these moments memorable all Halloween season."
Summerween Extends the Season While Halloween Remains the Main Event
Consumers aren't embracing Halloween simply because products appear on shelves earlier. Hershey consumer 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. Consumers view it as a playful, low-pressure occasion centered on creating new traditions and enjoying seasonal treats with friends and family.
Halloween continues to be rooted in tradition, community participation, seasonal rituals, and established family traditions. Trunk-or-treating, now embraced by 20% of Halloween participants, is one example of the ways people are expanding participation in the season alongside traditional trick-or-treating. 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.
Together, the two moments are creating a longer runway for celebration and making Halloween one of America's most expansive seasonal moments.
"As Halloween expands beyond October, we're seeing consumers create new ways to celebrate," said Katie DeCapria, Head of Hersheyween, The Hershey Company. "From Summerween with friends, stocking up for family movie nights or preparing for trick-or-treating, we've designed our seasonal portfolio with the right mix of products, pack sizes, and seasonal offerings to meet those moments. As the season evolves, our portfolio evolves alongside it."
The Ideal Halloween Neighborhood is Built Around Community – And Great Candy
If Summerween marks the start of Halloween anticipation, neighborhood celebrations remain the season's emotional payoff. The report found that Americans overwhelmingly associate the best Halloween neighborhoods with participation, generosity, and community spirit – showing that the season ultimately culminates in shared traditions.
According to the report:
- 41% of consumers say the perfect Halloween block is one where everyone participates.
- 39% point to streets filled with trick-or-treaters.
- 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%).
Treatonomics is Creating Moments of Joy
The findings point to a shift where consumers prioritize joy, opting for a memorable season full of creativity. Parents cite fun traditions (41%) and the excitement Halloween brings (39%) as leading reasons for celebrating ahead of October, underscoring Halloween's role as a time for self-expression and community connection.
Hershey calls this Treatonomics: a consumer trend in which people prioritize smaller, joyful experiences that fuel connection. Halloween treats are more than a purchase for a single night. They help build anticipation, signal generosity, bring neighbors together, and give families simple ways to celebrate throughout the season.
Candy remains central to Halloween because of the role it plays in creating shared experiences. Hershey isn't just winning candy rankings. It's winning the role candy plays in helping neighborhoods come together to celebrate.
