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.
Summerween, as it’s often called, has been growing for more than a decade now. The trend may trace its roots to a 2012 episode of Gravity Falls in which the Halloween-loving characters go trick-or-treating in June.
Retailers soon jumped in, led by the likes of craft store Michael’s and off-price retailers like T.J. Maxx and Home Goods, with Walmart launching a line of “Summer Frights” decor last year.
This year, candy brands are all-in on the shift.
“Candy corn is the Summerween trend — like, this is what really started it all,” Matthew Escalante, vice president of Brach’s and seasonal candies at Ferrara, told Business Insider.
Escalante said customers see their first purchase of candy corn as marking the start of fall. The company said 17% of candy corn purchases are made before Labor Day, citing Circana data.
“This year we’ve seen candy corn creep out even earlier, which we’re excited about,” he said. “Our sales are up pretty substantially versus this time year ago on candy corn due to getting out there earlier.”
Hershey CEO Kirk Tanner said on a July 30 earnings call that this year’s “Summerween” sales were already off to a strong start.
“Our frontline sales team is really dialed up this year,” he said. “We feel good about where we’re going to be.”
Hershey chief growth and marketing officer, Stacy Taffet, told Business Insider’s CMO Insider that one way the company is keeping spirits up through the long slog to October is by dividing the time into distinct micro-seasons that feature different brands, products, and price points.
A survey last month from Morning Consult and Hershey found two thirds of US parents had bought Halloween candy or snacks during the summer in recent years.
Hershey competitor Mars also launched its Halloween offerings in July with a hundred-day countdown to October 31.
“Halloween is becoming America’s longest seasonal shopping occasion,” the company said in marketing materials for the kickoff.
Escalante said Brach’s has several candy corn variations in the works to keep customer interest from fading through the long march to the end of October, plus offerings from other Ferrara brands.
“We have our new Spooky Graveyard, which gives us a little more of a Halloween flavor — which is going to have a bunch of shapes like tombstones and ghosts and bats — which we’re really excited to launch this year,” he said. “While candy corn is the lead and the first one out, we have a full portfolio that does well across the Halloween season.”
The pull-forward isn’t limited to the candy aisles.
Warehouse clubs like Costco and Sam’s Club are usually some of the first to roll out seasonal products, but this year seemed to push even earlier, with costumes and skeletons sharing the floor with Independence Day hot dogs and fireworks.
At Costco, a 5-foot-tall, 9-foot-wide skeleton decoration was available in the first week of July, and Home Depot is already taking orders for its viral 2-gallon “Boo Bucket” after selling through supplies last year.
“I looked for them last year. Nobody had them,” Bellinger said. “The store associates would tell me that hey, you’re the sixth person who’s come in today and you can’t find a bucket.”
America’s 250th birthday is also helping drive the shift, according to Cracker Barrel CEO Julie Felss Masino, who is stepping down August 10.
“It’s been so popular that actually we had to pull Halloween up, because we’ve been running out of this American Heritage product. So, Halloween actually hit the floor for us this past week and that’s actually off to a great start as well,” she said during an earnings call in early June.
It’s hard to say where Halloween’s calendar creep will stop, but it’s not likely to encroach on Easter.
“We’re not necessarily trying to get into May with this thing, but it’s more about how do we get to a greater breadth of stores,” Escalante said.
