Majority of U.S. Adults Now Favor Halloween as National Holiday
Event summary
- 53% of U.S. adults now name Halloween as a favorite holiday, up from 47% in 2025.
- 70% of Americans believe Halloween is as much for adults as it is for children, up from 62% in 2025.
- 62% of adults prefer staying in for Halloween, with 37% planning a cozy night with candy and binge-watching.
- Ferrero's global survey shows 'Adultoween' trend spreading to Canada, UK, and Australia.
The big picture
Ferrero's survey highlights a significant cultural shift where Halloween is increasingly seen as an adult holiday, not just a children's event. This trend presents an opportunity for confectionery companies to target older demographics with specialized products and marketing strategies. The global expansion of this 'Adultoween' phenomenon suggests a broader market potential, particularly among younger generations in international markets.
What we're watching
- Market Expansion
- Whether Ferrero can capitalize on the growing 'Adultoween' trend beyond the U.S. into other markets like Canada, UK, and Australia.
- Product Innovation
- How Ferrero's Halloween-specific product line, including collaborations like Kinder Joy x Stranger Things, will perform in capturing adult consumer spending.
- Cultural Shift
- The pace at which Halloween transitions from a primarily child-focused holiday to one equally embraced by adults, potentially influencing retail strategies and marketing campaigns.