Mars is marking the 100-day countdown to Halloween by shedding light on how consumers prepare for and celebrate the holiday. The company has launched its “Mars Tricks, Treats and Trends” report, which reveals early enthusiasm for Halloween, demonstrated by a 6% increase in year-over-year pre-season Halloween candy sales in 2023.
Mars encourages consumers to look out for its Halloween candy offerings as they plan their fall activities. The selection includes variety bags with a mix of chocolate and fruity gummies, seasonal favorites like TWIX and SNICKERS Ghoulish Green treats, and the new M&M’S Milk Chocolate Pumpkin Pie, ideal for baking or movie nights.
According to Tim LeBel, Chief Halloween Officer and President of Sales at Mars Wrigley North America, the company’s Halloween lineup is designed to enhance fall festivities. Mars aims to inspire moments of happiness from the first fall bake sale to Halloween celebrations such as trick-or-treating and hosting gatherings.
The “Mars Tricks, Treats and Trends” report highlights that the top ways people celebrate Halloween are by passing out candy (52%), dressing up (36%), and attending social gatherings (35%). Gen Z, identified as “Halloween Heroes,” shows significant engagement with 53% planning to dress up and 52% attending social gatherings.
Shopping trends from the report indicate that 17% of those planning to buy Halloween candy prefer to shop online. These online shoppers tend to start their Halloween preparations about 7.9 weeks in advance and are more likely to consider their reputation when selecting candy, with 64% taking this into account when buying candy for distribution or hosting purposes.
Mars emphasizes the importance of its Halloween candy offerings for various occasions and encourages consumers to explore their complete product lineup and insights in the “Mars Tricks, Treats and Trends” report.