Hersheyween:
No One Knows Halloween Like Us
Halloween isn't something people buy into. It's something they look forward to, for months.
This season starts with anticipation, not a purchase, built on rituals, flavors and traditions people can't wait for. And nobody drives that anticipation harder than parents: 72% are moderate participants or full enthusiasts, making them the real hero of the season.
Hershey is here for every moment of it, from the first signs of Summerween to Halloween night. We call it #Hersheyween. Because no one knows Halloween like Hershey.
Read on for fresh insights from Hershey + Morning Consult on what's shaping the season.
The New Halloween Calendar
July
“Treat for Me”
Summerween sparks the season. Consumers are treating themselves versus stocking up.
August & September
“Snack-Sized Fun”
Anticipation builds. Snack-sized and individually wrapped treats keep the momentum going as fall approaches.
October
“Trick-or-Treat” Time to Share!
Anticipation pays off. From parties to trunk-or-treats to the big night itself, it’s all about sweet and salty treats made to share and delight.
Parents Are the Participation Engine of the Season
The social trendsetters start with Gen Z, filling feeds with costumes, candy hauls and Summerween content that make Halloween feel culturally alive. But the real engine of the season? Parents. They're the ones powering its growth, pushing the start earlier every year, and building the anticipation that carries all the way to Halloween night.
Treatonomics
We call it Treatonomics, and it's showing up everywhere this Halloween season. People may be pulling back on big purchases, but they're leaning harder into small, joyful ones. Halloween fans aren't looking for the bargain Halloween, they're hoping to create and participate in the most memorable one.
Summerween
Forget Christmas in July. Reese's Pumpkins are now a sure sign the Halloween season is underway, and consumers are asking for it.
Summerween is becoming Halloween's playful pre-season, a lighter, more spontaneous and personal "treat for me" occasion that serves a different emotional need than the later Halloween season.
Reese's ranks No. 1 overall*, with Kit Kat close behind as a favorite across generations. October is peak everything: 82% of parents are likely to buy chocolate and sweets.
But Halloween isn't just about candy. Consumers are mixing sweet and salty treats, and trunk-or-treat events are fueling that shift. Because these gatherings are community-driven and family-focused, shoppers want more variety. We're meeting that need with innovations like Pirate's Booty trick-or-treat bags and sweet-and-salty multipacks.
*Reese's wasn't just America's top pick in our survey, it was the top-selling Halloween candy brand during the 10-week period ending 11/2/25, according to Circana (Total US MULO + Convenience).
It All Begins With Hershey
Halloween may be evolving, but one thing is constant: you can't have Halloween without Hershey. From the first signs of Summerween through trick-or-treat night, candy is one of the strongest symbols that the season has arrived.
