For Hershey, the battle for Halloween starts now
Hershey is adjusting its marketing strategy for Halloween by introducing 'micro-seasons' that begin in the summer to combat declining sales. The company is focusing on trends like 'Summerween' and 'trunk or treat' to engage consumers earlier in the year.
Why it matters
This reflects broader retail trends where companies attempt to extend holiday shopping windows to maximize revenue and mitigate the impact of seasonal weather fluctuations.
Hershey is leaning into the "trunk or treat" trend, which often takes place long before Halloween. Hershey A version of this post appears in the CMO Insider newsletter. Sign up for Business Insider's weekly marketing newsletter . Stacy Taffet, Hershey's chief growth and marketing officer, has already entered her spooky season. The Reese's and Jolly Rancher parent is conjuring up a new Halloween playbook , carving the holiday into distinct micro-seasons that start months before October 31, Taffet exclusively told CMO Insider. A Morning Consult survey commissioned by Hershey in July found that 67% of US parents had bought Halloween candy or snacks during the summer in recent years. Almost half (49%) of parents polled were familiar with the term "Summerween." With consumers celebrating Halloween early, CMOs face a challenge in building excitement without peaking too soon.
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