Hershey Reports Shift in Halloween Season as Anticipation Starts Earlier
Event summary
- Hershey's report indicates Halloween anticipation now starts in July, with 67% of parents purchasing candy during summer.
- Summerween, a lighter pre-Halloween celebration, is known by 53% of Gen Z consumers.
- Reese’s remains America’s No. 1 Halloween candy, with Hershey owning three of the top five brands.
- Trunk-or-treating has grown to 20% of Halloween participants, expanding beyond traditional trick-or-treating.
The big picture
Hershey’s findings highlight a broader trend in consumer behavior, where seasonal celebrations are no longer confined to their traditional timeframes. The shift toward earlier anticipation aligns with the company’s strategy of meeting evolving consumer demands through product diversification and community-focused marketing. With Halloween now spanning four months, Hershey is well-positioned to dominate the confectionery market by leveraging its strong brand portfolio.
What we're watching
- Seasonal Expansion
- Whether Hershey can sustain momentum by extending Halloween celebrations beyond October.
- Generational Preferences
- How Gen Z’s embrace of Summerween will shape future marketing strategies for seasonal treats.
- Community-Driven Sales
- The pace at which neighborhood participation and generosity influence candy sales trends.