REGINA, Sask. — Halloween is becoming big business long before trick-or-treaters hit the streets, and new research suggests Prairie residents are helping fuel the growing appetite for the season.
A new survey commissioned by Mars Canada found 66 per cent of people across the Prairies crave their favourite Halloween treats year-round, compared with 57 per cent of Canadians overall. More than half of Canadians, 55 per cent, say they would buy Halloween candy throughout the year if they could.
The findings point to a holiday that is increasingly becoming a season of shopping and celebration rather than a single night in October.
“This year's Spooktacular Trends Report revealed that nearly half of Canadians consider Halloween one of their favourite holidays of the year,” said Ellen Thompson, general manager of Mars Snacking Canada.
“Whether you're filling a bowl to welcome trick-or-treaters or hosting a local event, we want to help you be a Good NeighBAR and bring lasting joy to your community every season,” she said.
Halloween excitement is translating into spending
The company's third annual Spooktacular Trends Report found 48 per cent of Canadians consider Halloween one of their favourite holidays. That figure climbs to 63 per cent among Generation Z and 57 per cent among millennials.
Almost half of respondents, 49 per cent, believe Halloween is no longer just one day but an entire season. Another 47 per cent say the holiday feels more like a cultural moment than it did just a few years ago.
That enthusiasm is reflected in what Canadians are buying. Three-quarters purchase Halloween candy, while 57 per cent buy decorations and 54 per cent purchase costumes.
For retailers, the expanding interest means Halloween sales can extend across several categories, from candy and costumes to decorations and party supplies.
The timing of those purchases varies. Mars found 54 per cent of Canadians buy most of their Halloween candy at least two weeks before Oct. 31. The other 46 per cent leave the bulk of their shopping until the final two weeks, including one in 10 who wait until Halloween or the day before.
Younger Canadians are more likely to leave their shopping until the last minute. More than half of Generation Z respondents, 56 per cent, purchase most of their candy within two weeks of Halloween, and eight per cent wait until the day itself.
Older generations tend to plan further ahead. One-quarter of both Generation X and baby boomers say they stock up more than a month in advance.
Thompson said the demand for seasonal products means planning begins well before Halloween arrives.
“Mars shares this passion, which is why we start our seasonal planning two years in advance to deliver moments of Halloween happiness that resonate across the country,” she said.
A separate Leger survey released this week provides another indication of how households are approaching Halloween in 2026. It found 72 per cent of Canadians who could compare their spending expected to spend about the same amount as last year.
The Leger survey also found 48 per cent of Canadians planned to hand out candy this Halloween, while 37 per cent intended to decorate their homes. Among parents with children old enough to trick-or-treat, 80 per cent said their children would participate.
Social media adds pressure to Halloween celebrations
But growing enthusiasm does not necessarily mean everyone is feeling comfortable with the expectations surrounding the holiday.
Mars found 51 per cent of Canadians feel increasing pressure to make Halloween celebrations bigger or better. That figure rises to 73 per cent among Generation Z, compared with 57 per cent of millennials, 48 per cent of Generation X and 39 per cent of baby boomers.
Social media appears to be part of that pressure. Among Gen Z respondents who feel expectations are increasing, 63 per cent identify social media as a contributing factor.
The findings suggest online comparisons may be changing how some people approach a holiday traditionally built around simple costumes, decorations and neighbourhood traditions.
Mars says it wants to help take some of the work out of organizing celebrations. The company is promoting its Good NeighBAR campaign, donating kits containing costumes, decorations and full-size treats to selected local event hosts.
Thompson said the initiative is intended to give organizers more time to focus on the people attending their events.
Halloween offers a chance to connect with neighbours
The survey by Mars Canada suggests Halloween's impact goes beyond what Canadians put in their shopping carts.
One in five Canadians, or 21 per cent, say they do not know any of their neighbours well. Nearly two-thirds say they know two or fewer neighbours well.
The disconnect is particularly pronounced among younger Canadians. Thirty-four per cent of Generation Z respondents say they do not know any of their neighbours well, compared with 24 per cent of millennials, 19 per cent of Generation X and 13 per cent of baby boomers.
Yet the survey suggests a simple bowl of candy can help bring people together.
More than three-quarters of Canadians, 76 per cent, see a bowl of Halloween candy as a welcoming gesture. Another 78 per cent say sharing candy is a small but meaningful way to build connections, while 64 per cent believe a shared candy bowl brings people together in a way few other things do.
The survey also found 61 per cent of Canadians believe the candy they hand out says something about them as a host. A similar proportion, 61 per cent, say they choose treats based on what other people will enjoy rather than their own preferences.
Ultimately, the findings suggest that even as Halloween becomes a bigger seasonal business, its most meaningful moments may have little to do with how much people spend.
