What was once considered a holiday primarily for trick-or-treating kids has firmly evolved into an adult tradition. According to the third annual Halloween Report released today by Ferrero Group, 58% of American adults believe Halloween should be officially recognized as a national holiday, while 70% state that the holiday belongs just as much to adults as it does to children.
The nationwide study, conducted in August 2026 by Savanta on behalf of Ferrero, reveals that 53% of U.S. adults now rank Halloween as one of their favorite holidays—the first time this figure has crossed a majority threshold, up from 47% in 2025.
Rather than hitting crowded bars or attending late-night parties, the modern adult Halloween is increasingly spent at home. Sixty-two percent of respondents said their ideal way to spend Halloween night is staying in, with 37% planning a cozy evening featuring candy and a TV binge-watch—far outpacing the 23% who prefer an adults-only party.
Home entertainment and festive ambiance drive most adult celebrations:
- 43% plan to decorate their homes.
- 40% intend to watch horror movies or series.
- 29% plan to rewatch nostalgic Halloween episodes of their favorite shows while enjoying treats.
“Last year we called Adultoween a cultural movement, and now Americans are ready to make it official,” said Chad Stubbs, Chief Marketing Officer at Ferrero North America. “Adults aren’t just embracing Halloween as their own holiday anymore – they’re saying it deserves a permanent place on the calendar.”
Younger generations are pushing the enthusiasm furthest. Among Gen Z respondents, 68% name Halloween as a favorite holiday, and 78% believe it should be made a national holiday. The commitment runs deep: 69% of Gen Z celebrate across multiple days, one in three admit to having called in sick to work the day after Halloween, and 34% say they have ended—or would end—a romantic relationship if their partner failed to match their Halloween energy.
Nostalgia remains a key driver overall. Sixty-nine percent of all Americans say Halloween makes them feel nostalgic, a number that jumps to 77% among Millennials and 80% among parents.
The report also highlights changing attitudes toward treats:
- 75% view Halloween as a guilt-free pass to enjoy candy.
- 73% purchase Halloween candy even if they do not expect trick-or-treaters.
- 70% claim the right to a “Halloween parent tax”—taking a portion of their children’s trick-or-treating loot.
- 62% believe there should be no upper age limit for trick-or-treating.
International markets catch the Halloween wave
For the first time, Ferrero expanded its survey to gauge adult participation in Canada, the United Kingdom, and Australia, polling 1,000 adults in each country.
- Canada: Tracks closest to the U.S., with 65% of adults saying Halloween is equally for adults and children, 61% wanting an adult Halloween night, and 49% favoring national holiday status.
- United Kingdom: Fifty-seven percent of adults say Halloween belongs to adults as well as kids, rising to a favorite holiday for 55% of Gen Z and 56% of Millennials.
- Australia: While adoption is more selective overall (31% call it a favorite), 52% of Australian Gen Z view it as a top holiday, with 90% participating in celebrations.
Across all three international markets, the preference for a quiet night in remains strong, with roughly 31% in the UK and 28% in Australia planning a cozy night in with chocolate and TV entertainment.
The Ferrero Halloween Survey was conducted online by Golin Ketchum and Savanta from Aug. 11–21, 2026, among nationally representative samples of 1,000 adults each in the U.S., Canada, the UK, and Australia. The margin of error for the U.S. sample is +/- 3 percentage points at the 95% confidence level.
