Most Gen Z and Millennials plan to celebrate Halloween this year, and their excitement starts weeks before the holiday itself—a growing number are already decorating by August as “Summerween” content takes over social feeds each July. Social media and brands are driving more of that anticipation than ever: most young consumers say they like when brands release Halloween-themed products, and a growing number are turning to social platforms for costume and decor inspiration. Chocolate remains the undisputed candy bowl favorite, with classic bars far outranking sour or novelty treats. Thanksgiving looks different: most young people want a traditional, home-cooked meal, but they’d rather keep the day itself relaxed and low-key than treat it like a production. Friendsgiving has also become a real second tradition, especially among young adults who aren’t yet hosting a family gathering of their own.
In YPulse’s 2026 Halloween and Thanksgiving Report, we dive into how early spooky season excitement is starting this year, how social media and brands are shaping Halloween costume, decor, and candy choices, and why young people want Thanksgiving to feel relaxed rather than a big production.
Report length: 18 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada (n=1000 U.S., n=500 Canada), fielded June 25–July 1, 2026.
