The dog days of summer are no longer all about road trips, lounging by the pool, and counting down the days ‘til school starts. An increasing amount of American consumers are embracing “Summerween,” during which brands are selling Halloween-themed candy earlier than ever.
Consumers are now celebrating Halloween months before October 31 arrives, via spooky movie nights, themed snacks at parties, and over-the-top décor.
“It’s less about trick-or-treating and more about creating and sharing festive moments online,” explained Fatima Sirhindi, social media strategist at ICUC social. “This shift also stems from changes during COVID, when celebrations moved to the end of driveways or went virtual; those creative adaptations stuck.
“At its core, the early excitement reflects a desire for comfort, nostalgia, and a bit of escapism,” she added, in correspondence with The Food Institute.
According to Walmart data, one in three shoppers begin Halloween shopping between June and August.
Such research has inspired the National Confectioners Association to position Summerween as a potential “fifth major candy holiday.”
Candy brands have taken note. Mars, for example, kicked off its “Halfway to Halloween” campaign on April 30, rolling out a 2025 Halloween lineup that includes items like M&M’s Milk Chocolate Pumpkin Pie, Snickers Pumpkins, and Skittles Shriekers, reported Confectionery News.
According to Attain – a consumer-purchase data platform – Gen Z and Millennials are the primary drivers of the Summerween movement. So far, during Summerween 2025, there has been a 6% increase in the overall share of Gen Z and Millennial candy buyers compared to last October.
Also of note, 31% of Millennials spend more on Halloween than any other holiday, according to a study by LendingTree. This summer, young adults are often enjoying activities like outdoor horror movies nights, featuring cameos from the likes of Hershey’s, M&M’s, Reese’s, and Snickers.
“There aren’t just consumer trends; they’re social moments that people are eager to document and share,” Sirhindi explained.
“What’s interesting is how brands outside of food, like Home Depot, are also driving the conversation,” she added. “Home Depot’s early release of its Halloween lineup, including its iconic 12-foot skeleton, is a great example of how brands are using social media to generate anticipation months in advance.”
Candy brands are presented an opportunity to tap into Summerween by working their way into conversations occurring on social media platforms like TikTok and Instagram.
“It’s not enough to just show the candy,” Sirhindi said. “Brands that are winning are the ones sharing creative ways to use their products.”
“We advise challenger brands to break through the clutter with innovative activations, videos, stunts, and PR promotions,” said Renee Miller, CEO of The Miller Group.
“For example, create a candy charcuterie board you can share on Instagram, TikTok, or YouTube, and include the recipe.”
Here are a few other suggestions for capitalizing on the Summerween trend, from experts:
- Promote your brand’s Summerween-style products on social media to generate buzz
- Promote DIY recipes for items like snack boards
- Suggest Summerween party ideas
- Create a Summerween contest
- Partner with a national retailer that focuses heavily on Halloween (i.e. Michael’s)
- Launch early, debuting Halloween products by June
Additionally, by leaning into user-generated content, candy brands can amplify how people are celebrating the new summer trend. By doing so, brands go beyond being a product on a shelf and instead become part of the story.
Summerween isn’t just about brightening the monotonous days of July. The trend is all about the energy leading up to an exciting holiday.
“Consumers want to celebrate longer, and feel festive,” Sirhindi said. “Brands tapping into this movement with creativity and intention are the ones winning attention.
“The brands getting it right are not just selling products; they’re also creating experiences. They’re becoming part of the cultural conversation early.”