A new report from Hershey and Morning Consult reveals that Halloween anticipation in the U.S. now extends over four months, starting as early as July with 'Summerween' and building up to October's trick-or-treat night. This extended season creates multiple moments for treats, traditions, and community connection, shifting Halloween from a single shopping event to a prolonged celebration. Hershey, owning three of the top five Halloween candy brands including the leading Reese's, benefits from this trend as consumers seek joy through fun traditions and neighborhood generosity. The report highlights that strong community participation enhances the Halloween experience, indicating opportunities for sustained candy sales and engagement throughout the season.
