Summerween is in full swing with candy brands leaning harder into the trend
Spooky season is creeping earlier on the calendar, with some candy hitting retail shelves earlier than ever ahead of the actual holiday.
Summerween, a trend where Halloween candy and merchandise arrive in the summer, is becoming mainstream. Candy brands are heavily investing in this shift, with candy corn being the leading trend. Brach's, a major candy brand, reports that 17% of candy corn purchases are made before Labor Day, indicating an earlier start to the season.
This year, candy corn is hitting store shelves even earlier, which the brand finds promising. Other candy brands, like Hershey, are also capitalizing on the trend, with Hershey CEO Kirk Tanner stating that sales are off to a strong start. Retailers are getting in on the action early, with Costco and Sam's Club putting out Halloween decorations and costumes as early as July.
The trend seems to be driven by factors such as America's 250th birthday and the desire to extend the shopping season.
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