This rising demand for celebrating our favorite season, Halloween, is helping to fuel this momentum—and it’s one of the reasons why you’ll start to see Halloween treats now. Gen Z Summerween interests include baking Halloween treats (74%), hosting themed parties (69%) and decorating their homes (65%) in peak summer. A full 66% of U.S. adults and a staggering 76% of Gen Z would purchase Halloween candy year-round. TikTok, YouTube, and Instagram are particularly popular for Gen Z and Millennials, with more than half (53%) of Gen Z and 39% of Millennials finding out about new candy trends on TikTok. The extended Halloween season isn’t just something we hear about from loyal fans; it is proven by our own data.