Winning Halloween: How Gen Z’s spooky summers are driving growth

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    "url": "https://www.retaildive.com/spons/winning-halloween-how-gen-zs-spooky-summers-are-driving-growth/826788/",
    "title": "Winning Halloween: How Gen Z’s spooky summers are driving growth",
    "author": "Tim LeBel, Chief Halloween Officer, Mars Snacking North America",
    "excerpt": "New Mars report reveals 3/4 of Gen Z want Halloween candy year-round Imagine it’s a sunny summer day. Your friends are planning a party. Instead of just grilling burgers by the pool, it’s a spooky pool party with ghostly decorations, orange and black baked goods, watermelon jack-o’-lanterns, and trick-or-treat candy bowls: welcome to Summerween. We’ve long seen summer as the “fifth season” at Mars, behind the core four of Halloween, the winter holidays, Valentine’s Day, and Easter. This rising demand for celebrating our favorite season, Halloween, is helping to fuel this momentum - and it’s one of the reasons why you’ll start to see Halloween treats now. Gen Z’s engagement with Summerween has jumped 63% since last year, and their overall participation is more than double the general population. Gen Z Summerween interests include baking Halloween treats (74%), hosting themed parties (69%) and decorating their homes (65%) in peak summer. Beyond Summerween festivities, Mars thinks about Halloween year-round. And clearly, we’re not the only ones. Long before the summer fades, consumer anticipation for Halloween is already well underway. According to our 2026 “Mars Tricks, Treats and Trends” report , the holiday has morphed into a cultural movement that transcends the calendar. Halloween is officially becoming America’s longest retail shopping season. A full 66% of U.S. adults and...",
    "product": "Mars Tricks, Treats and Trends report",
    "summary": "Mars has launched a new report titled \"Mars Tricks, Treats and Trends\" for 2026, detailing consumer behavior and trends related to Halloween.",
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    "published_at": "2026-08-10T09:00:00Z",
    "article_sentence": "You’ll find some of these insights in our 2026 “Mars Tricks, Treats and Trends” report - the ultimate pulse on how Americans are celebrating, sharing and rewriting the rules of Halloween."
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