Hershey pushes Summerween as new extended Halloween season

The Hershey Company is marketing a summer‑time version of Halloween called “Summerween.” Katie DeCapria, head of Hersheyween, says the trend has grown rapidly, especially among Gen Z, with social mentions rising from about 14,000 in 2023 to 65,000 projected for 2025. Consumers are seeking seasonal flavors earlier, with 55 % of parents reporting they feel “Halloween mode” before October and 67 % already buying Halloween candy during the summer.

A lifestyle guide outlines ways to celebrate Summerween at home, suggesting fall‑scented air fresheners, themed TV shows and books, and novelty snacks such as “mummy hot dogs” and “ghost s’mores.” The piece frames Summerween as a spontaneous, self‑expression‑focused occasion that extends the traditional Halloween season across several months.