Mars unwraps Halloween with early releases
Gen Z, Millennial consumers are celebrating "Summerween" earlier than ever.
Courtesy of Mars
Mars is going all in on Summerween—a rising cultural phenomenon turning the Halloween season into a months-long celebration. With consumers celebrating earlier than ever, shelves nationwide are now getting stocked with seasonal Mars treats, including returning classics and new releases.
Mars’ holiday lineup this year includes:
- M&M’s Milk Chocolate Pumpkin Pie
- M&M’s Halloween Blend
- Snickers Pumpkins
- Twix and Snickers Ghoulish Green
- Skittles Shriekers
- New seasonal packaging and variety packs
“Summerween is a movement and Mars is matching that energy—making sure your favorite Halloween products are on shelf whenever you’re ready to celebrate,” says Tim LeBel, Mars chief Halloween officer and president of sales. “We’re inspired by the fans reshaping tradition and we’re ready to celebrate alongside them with more than 90 products in our 2025 Halloween line-up.”
Gen Z and Millennials lead the Summerween surge
New findings from the 2025 “Mars Tricks, Treats, and Trends” report reveal that Summerween isn’t just about shopping early—it’s a seasonal mindset, especially among Gen Z and Millennials.
Across all ages, one in five American Halloween celebrants begin planning for the holiday early (two months or more in advance) and they’re not just planning—they’re all in:
- Gen Z (1.5 times) and Millennials (1.6 times) are more likely to get a jump on spooky season.
- Early planners also go all out for Halloween—they are two times more likely to celebrate at home with friends, cook Halloween-inspired meals, and dress up.
- These early planners are nearly three times more likely to grab Halloween candy the moment it’s available.
“Halloween is evolving, and today’s consumers are making the season their own,” LeBel adds. “We’re seeing new rituals take shape, and if you’re ready to celebrate, Mars is here to lead the way with iconic treats and seasonal sweets.”
Mars is on the current Candy Industry “Global Top 100 Candy Companies” list. Click here to view the current “Global Top 100” rankings.
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