The countdown to Halloween has already begun. The Halloween season is expanding, with enthusiasm driving consumers to shop for treats earlier and more frequently throughout the season. Mars is helping retailers prepare for candy’s biggest moment with insights around how consumers plan, shop and celebrate Halloween through its inaugural “Mars Tricks, Treats and Trends” report.
As the authority on Halloween, and maker of some of the world's most beloved treats and snacks, Mars Wrigley delves into consumer Halloween preferences and uncovers insights and emerging patterns in consumer behavior and purchase decisions leading into, and during, the season. From trick-or-treat plans to Halloween flavor and format preferences, the “Mars Tricks, Treats and Trends” report provides a first look at this year’s anticipated trends, including “spook-tacular” takes on generational Halloween insights.
“At Mars, planning for candy’s biggest season is a two-year process,” said Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America. “With retailers sharing our passion for the holiday, we know how much goes into planning around the season. Our inaugural ‘Mars Tricks, Treats and Trends’ report serves to support retailers and set up our partners and the broader industry for success during one of the biggest candy purchasing moments of the year.”
The report, developed in partnership with Ipsos, looks at attitudes among American adults who plan to celebrate Halloween, and resulting data shows that consumers see candy as the No. 1 contributor to a positive Halloween experience.
Consumers are planning early – and going bigger – for the Halloween season
According to the “Mars Tricks, Treats and Trends” report, 85% of those planning to celebrate Halloween this year either plan to go bigger or retain similar plans compared to last year. This number is even higher among Gen Z and Millennials at 90%, with nearly one-third of Gen Z (32%) planning to go even bigger than last year. On average, consumers who celebrate Halloween are planning 5.2 weeks in advance of the holiday.
Evolution of spooky season retail trends
Interesting shopping trends also emerged as those planning to buy candy online (17% of those who report planning to buy Halloween candy) demonstrate more intention with Halloween planning (compared to in-store and omnichannel shoppers), beginning 7.9 weeks in advance on average. Additionally, online shoppers are more likely to care about reputation—64% consider their reputation when buying candy to pass out or fill in a bowl for hosting.
Innovations sparked by evolving preferences, including new variety bags
The “Mars Tricks, Treats and Trends” report also found that most consumers who plan to purchase candy (55%) look for variety bags with a blend of fruity and chocolate candies. This year, Mars is meeting the demand with variety bags that mix Mars brands like TWIX®, SNICKERS®, LIFE SAVERS® Gummies and SKITTLES® Gummies. And the 75% of candy purchasers who look to celebrate Halloween with fun size candies can rest assured—fun size remains the star of Mars Halloween variety bags.
Gen Z as “Halloween Heroes”
The “Mars Tricks, Treats and Trends” report revealed that enthusiasm for Halloween is driving consumers to plan for Halloween earlier. Gen Z in particular celebrates Halloween early and often—36% of Gen Z Americans who plan to celebrate Halloween plan for the holiday more than a month in advance. They are also most likely to make multiple trips to purchase candy (17%) throughout the season compared to other age groups.
To explore insights from the “Mars Tricks, Treats and Trends” report and learn more about Mars Wrigley’s complete 2024 Halloween product lineup, visit marswrigleyhalloween.com/marstrickstreatstrends.
Ipsos survey methodology:
These are some findings from an Ipsos survey, conducted on behalf of Mars, Incorporated, among n=2,256 adults in the U.S., age 18 and up, who indicate plans to celebrate Halloween. The survey was conducted online, in English, between April 11-16, 2024. The starting sample for the survey was a representative sample of n=3,000 U.S. adults, including an oversample of n=105 Gen Z adults, who were then screened on how, if at all, they plan to celebrate Halloween. The credibility interval, a measure of precision used for online, non-probability polls, for this survey is plus or minus 2.5 percentage points.
