The phenomenon of “Summerween” celebrations is very much here to stay, according to latest studies from the Hershey group, writes Neill Barston.

In its latest report, pre-celebrations for the spooky season the US in particular are now starting long before October in terms of new product development for the sector.

According to the National Retail Federation,  spending for candy in the region could add up to some $3.9 billion in the build-up to the big occasion, and surpass $7.4 billion in total, making it firmly one of the big four seasonal moments for the sector.

For its part, Hershey’s Unwrapping Halloween: Hershey’s State of the Season Report, its results have found that Halloween calendar shopping is less about one single visit to stores, and more governed by anticipation, connection, and community.

Its studies show:  55% of parents say they’re in “Halloween mode” before October begins, 67% of parents have already purchased Halloween candy this summer. Meanwhile, some 53% of Gen Z consumers are familiar with the term “Summerween.”
In addition, a  total of 41% of parents expect to be more involved in Halloween celebrations this year.

“As Halloween continues to evolve, it’s become one of the longest and most anticipated seasons of the year,” said Stacy Taffet, Chief Marketing and Growth Officer, The Hershey Company. “Consumers are creating rituals that blend tradition, self-expression, and community. We’re meeting consumers where they are with the snacks and experiences that help make these moments memorable all Halloween season.

Consumers aren’t embracing Halloween simply because products appear on shelves earlier. Hershey consumer insights show that Summerween and Halloween fulfill different needs for consumers.

Summerween is helping open the season, especially among younger consumers where 53% of Gen Z know the term. Social conversations grew from 14,000 mentions in 2023 to 65,000 in 2025, with consumers associating novelty, aesthetics, self-expression, and personal enjoyment with the occasion.

Consumers view it as a playful, low-pressure occasion centred on creating new traditions and enjoying seasonal treats with friends and family.

Halloween continues to be rooted in tradition, community participation, seasonal rituals, and established family traditions. Trunk-or-treating, now embraced by 20% of Halloween participants, is one example of the ways people are expanding participation in the season alongside traditional trick-or-treating. These new occasions underscore the growing role of salty snacks, as consumers look for a variety of flavours, formats, and textures to enjoy across occasions.

Together, the two moments are creating a longer runway for celebration and making Halloween one of America’s most expansive seasonal moments.

“As Halloween expands beyond October, we’re seeing consumers create new ways to celebrate,” said Katie DeCapria, Head of Hersheyween, The Hershey Company. “From Summerween with friends, stocking up for family movie nights or preparing for trick-or-treating, we’ve designed our seasonal portfolio with the right mix of products, pack sizes, and seasonal offerings to meet those moments. As the season evolves, our portfolio evolves alongside it.”