Gen Z Is Buying Halloween Candy Weeks Earlier Than Everyone Else

Halloween may technically happen on October 31st, but many of us aren’t interested in waiting that long. Gen Z shoppers plan to buy their Halloween candy an average of 4.5 weeks before the big night. And Millennials aren't far behind at 4.1 weeks.

Nowadays, we're not buying all those Snickers and Skittles for the neighborhood children. Mars and Ipsos surveyed more than 2,400 U.S. adults about their Halloween plans. The results gave us a peek inside our collective candy bowls.

The findings revealed what we're buying, when we're buying it, and what we're really doing with all that candy once we get it home.

Chocolate Is Still King of the Candy Bowl

First, the important points. Chocolate is the clear winner, with 80% of people who buy Halloween candy choosing it. Nothing else came particularly close:

• Gummies: 37%

• Peanut Butter: 36%

• Fruity Candy: 31%

• Sour Candy: 28%

While we can debate our favorite Halloween candy until one of us opens up the first fun-size bag, chocolate has a comfortable lead.

Half of the people who buy Halloween candy also reach for Halloween-themed treats. It seems putting a pumpkin on the wrapper is a pretty solid strategy.

Gen Z Is Starting Halloween Early

Here's where the Halloween candy trends start getting interesting. On average, people plan to buy candy 3.6 weeks before Halloween.

But again, Gen Z moves considerably faster. They plan their candy purchases 4.5 weeks ahead, while Millennials start about 4.1 weeks before Halloween. 

Both generations are also more likely than Gen X and Baby Boomers to buy seasonal candy as soon as they spot it online or in stores.

And that enthusiasm goes beyond the candy aisle. Gen Z and Millennials are also more likely than older generations to celebrate Summerween, dress up in costume, and socialize at their own or a friend's house. It seems that, when Halloween candy starts appearing next to the sunscreen, a huge portion of the population is very happy about it.

Younger Generations Want the Sour Stuff

Chocolate may dominate overall, but younger candy shoppers are shaking things up. Among Gen Z Halloween candy purchasers:

• 55% typically buy gummies

• 40% buy fruity candy

• 41% buy sour candy

Millennials aren't far behind:

• 51% buy gummies

• 43% choose fruity varieties

• 37% reach for something sour

All three categories are more popular among Gen Z and Millennials than they are among Gen X and Baby Boomers. In other words, the future Halloween candy bowl may be a little less chocolate and a little more neon.

And Mars seems to have noticed. Its 2025 Halloween lineup included variety packs combining:

• Starburst

• Starburst FaveREDs

• Skittles

• Skittles Wild Berry

Of course, they also added in many of the traditional chocolate assortments, as well.

We're Definitely Buying Candy for Ourselves

Now we arrive at the least shocking part of the entire report. Handing out treats to trick-or-treaters is the most common Halloween tradition Mars measured, with 44% of people saying they do it.

Decorating the house came next at 41%. Then, at 40%, we have treating ourselves to Halloween candy.

That's nearly as common as decorating. So when someone buys the enormous variety bag three weeks early and says it's for Halloween, we should probably respect their privacy.

Almost Everyone Celebrating Halloween Buys Candy

The scale of our candy commitment may be the most impressive number of all. According to Mars, 78% of Americans surveyed said they planned to celebrate Halloween. Of those planning to celebrate Halloween, 95% typically buy candy.

Mars conducted the survey with Ipsos between March 20 and March 25, 2025. It included 2,406 U.S. adults who said they planned to celebrate Halloween and had a credibility interval of plus or minus 2.4 percentage points. That means these aren't just a few opinions gathered from people wandering through the candy aisle.

Halloween really is serious candy business.

Halloween Isn't Waiting for October Anymore

Perhaps the most interesting part of these Halloween candy trends isn't which treat wins. It's how much longer the season is lasting.

If you're planning on buying your candy five weeks early, join the crowd and buy something you like. There's a decent chance we’ll all need another bag before Halloween anyway.

Curious for more stories that keep you informed and entertained? From the latest headlines to everyday insights, YourLifeBuzz has more to explore. Dive into what’s next.