Summerween is Here: Mars unwraps a new era of Halloween with Gen Z-led trends, early candy drops and a stoop for summer trick-or-treating
- Gen Z and Millennials are rewriting the Halloween rules and fueling the rise of Summerween.
- Mars, the authority on Halloween, is meeting the speedy onset of the season and early demand with its 2025 Halloween lineup hitting shelves this month.
- A candy-coated NYC stoop installation brings Summerween to life for NYC Halloween super fans.
Newark, NJ (July 21, 2025) – Mars, the authority on Halloween, is going all in on Summerween—a rising cultural phenomenon turning spooky season into a full-blown, months-long celebration. New Mars and Ipsos data spotlights how Gen Z and Millennials are driving the shift, redefining what it means to celebrate the season.
“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,” said 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, 1 in 5 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 (1.5x) and Millennials (1.6x) are more likely to get a jump on spooky season.
- Early planners also go all out for Halloween—they are 2x more likely to celebrate at home with friends, cook Halloween-inspired meals and dress up.
- And these early planners are nearly 3x more likely to grab Halloween candy the moment it’s available.
The 2025 Mars Halloween Lineup is Here
With fans celebrating earlier than ever, shelves nationwide are now getting stocked with seasonal Mars treats, including returning classics back by popular demand and fresh new looks:
- ·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 for celebrations all season long
“Halloween is evolving, and today’s consumers are making the season their own,” LeBel added. “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.”
A Candy-Covered Stoop to Kick Off the Season
To celebrate Summerween in style, Mars has partnered with Kristi Hemric (@khemric(Opens a new window)), the mastermind behind NYC’s most iconic stoop designs, to unveil a vibrant candy installation honoring the fans who embrace Halloween spirit all year long.
From July 21–26, Kristi’s stoop will transform into a Summerween spectacle—complete with spooky-chic décor and festive photo ops. And to celebrate 100 days until Halloween on Wednesday, July 23, Mars and Kristi will bring the magic to life with a Trick-or-Treat event at the stoop from 12:00-2:00 PM ET.
Ipsos Survey Methodology
These are some findings from an Ipsos survey, conducted on behalf of Mars, Incorporated, among a nationally representative starting sample, with a total of n=2,406 Halloween celebrants n=549 early planners. The survey was conducted online, in English, in April 2025. The starting sample for the survey was a representative sample of n=3,000 U.S. adults, including an oversample of n=105 Gen Z adults, who were then screened on how, if at all, they plan to celebrate Halloween. The credibility interval, a measure of precision used for online, non-probability polls, for this survey is Halloween celebrants: ±2.4% and early planners: ±5.1%. The survey was weighted to known population characteristics on gender, age, race/ethnicity, religion and income.
Media Contact
Hannah Messinger
hannah.messinger@effem.com
(445) 444-6970
About Mars, Incorporated
Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As an approximately $55bn family-owned business, our diverse and expanding portfolio of leading pet care products and veterinary services support pets all around the world and our quality snacking and food products delight millions of people every day. We produce some of the world’s best-loved brands including ROYAL CANIN®, PEDIGREE®, WHISKAS®, CESAR®, DOVE®, EXTRA®, M&M’S®, SNICKERS® and BEN’S ORIGINAL™. Our international networks of pet hospitals, including BANFIELD™, BLUEPEARL™, VCA™ and ANICURA™ span preventive, general, specialty, and emergency veterinary care, and our global veterinary diagnostics business ANTECH® offers breakthrough capabilities in pet diagnostics. The Mars Five Principles—Quality, Responsibility, Mutuality, Efficiency and Freedom—inspire our 150,000 Associates to act every day to help create a better world for people, pets and the planet.
For more information about Mars, please visit www.mars.com. Join us on Facebook(Opens a new window), Instagram(Opens a new window), LinkedIn(Opens a new window) and YouTube(Opens a new window).
About Ipsos
Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.
Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques. Our tagline "Game Changers" sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.
Founded in France in 1975, Ipsos has been listed on the Euronext Paris since July 1, 1999. The company is part of the SBF 120 and Mid-60 indices and is eligible for the Deferred Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com(Opens a new window)
