Pizza before trick-or-treating, parties packed with snacks and sweets, and now Halloween celebrations well beyond October. Rich’s latest Halloween Consumer Pulse research shows that while some traditions are holding strong, consumers are finding new ways, and new times of year, to embrace the season.
Now in its third year, research from our Strategic Insights team found that 26% of parents plan to order delivery or takeout for Halloween dinner, with 84% of those families planning to order pizza, the highest level since tracking began in 2024.
The party occasion is holding strong, too. More than half of consumers surveyed, 56%, plan to host or attend a Halloween party in 2026, with pizza appearing at 67% of celebrations. At the same time, party spreads are becoming more varied, with savory appetizers and salty snacks joining candy and traditional bakery favorites.
But perhaps the biggest opportunity is emerging outside the traditional Halloween season. New research for 2026 found consumers are engaging with Halloween-themed candy, entertainment, decorations and food beyond September and October. Nearly eight in 10 consumers say they buy or eat Halloween-themed candy outside those months, while 60% bake, buy or eat Halloween-themed foods.
From Halloween night to “Summerween,” the findings point to a holiday that’s keeping its familiar traditions while expanding into a broader food, entertaining and lifestyle occasion.
Learn more from our friends at Bake Magazine: Rich’s research highlights shifting Halloween party food trends
