8 • September | October 2026 • abasto.com • Continues on page 10 BY VIOLETA MONTES DE OCA M ars released its “Mars Tricks, Treats and Trends 2026” report. The findings offer a detailed look at how U.S. consumers are celebra- ting the Halloween season, star- ting as early as summer with “Sum- merween.” Spooky Season and Sweets The report’s results show that Ha- lloween has expanded beyond a single night into a multi-month phe- Consumer Behavior, Season Extension, Social Media, and Top Candies by Region H a l l o w e e n T r e n d s f o r 2 0 2 6 nomenon driven by younger genera- tions and early-season celebrations. Fifty-seven percent of U.S. adults agree that Halloween is no longer just one day, but an entire season. Furthermore, two-thirds of Ame- ricans wish they could buy their favorite Halloween candy year- round—a figure that jumps to 76% among Gen Z. Their enthusiasm for the season is driving the rise of “Summerween,” a trend that nearly 60% of Gen Z is familiar with or has participated in. Culture, not the calendar, defines seasons and drives our strategy. This year’s annual trends report shows Halloween is becoming America’s longest retail season, anchored by Summerween gatherings, early decorating, and seasonal snacking,” Tim LeBel | Chief Halloween Officer and Chief Customer Officer for Mars Snacking North America. Americas Food and Beverage Special Insert