A snackable summary of consumer insights into Halloween, the report uncovers preferences and emerging patterns around candy’s biggest season with a first look at 2024 Halloween trends, including:

• Consumers say candy is the #1 contributor to a positive Halloween experience
• 85% of consumers either plan to go bigger or maintain similar Halloween plans compared to last year
• Gen Z celebrates Halloween early and often
• Brick-and-mortar continues to reign for Halloween shoppers, while men and families are more likely to shop digitally for Halloween