Summerween is in full swing with candy brands leaning harder into the trend
Retailers and candy brands are increasingly promoting 'Summerween,' a trend that sees Halloween-themed products hitting shelves as early as mid-summer. Data suggests that early releases are driving significant sales growth for seasonal confectionery items.
Why it matters
This trend illustrates how retailers are successfully extending seasonal shopping windows to maximize consumer spending and capitalize on social media-driven cultural phenomena.
Halloween candy is hitting shelves earlier as the Summerween trend goes mainstream. Brandon Bell/Getty Images Spooky Season is earlier on the calendar, with Halloween products hitting stores in the summer. Candy brands are all-in on the shift trend, building on promising sales results from recent years. Candy corn is arriving earlier than ever, Brach's says, and new treats are launching soon. Halloween is getting creepier. The last few years have seen the start of Spooky Season creep earlier on the calendar, with candy and merchandise hitting retail shelves a full three months ahead of the actual holiday. "It's hard to tell if any of this is actually needle-moving, or if it's just a testing ground for the actual Halloween period. But it's definitely something I see in the stores a bit more," Mizuho analyst David Bellinger told Business Insider.
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