American Adults Push for Official National Holiday Status for Halloween

The movement, dubbed Adultoween, has moved from a niche trend to a mainstream tradition. Seventy percent of adults currently view the holiday as being just as much for grown-ups as it is for children, a significant increase from 62 percent in 2025. Among parents, that sentiment is even stronger, reaching 81 percent. Chad Stubbs, Chief Marketing Officer at Ferrero North America, noted that adults are no longer just participating in the festivities; they are demanding a permanent, formal place for the holiday on the calendar.

Preferences for the night itself have shifted toward domestic comfort. Sixty-two percent of respondents identified staying in for a movie marathon and candy as the ideal way to spend the evening, far outpacing the 23 percent who prefer attending adults-only parties. This preference for a quiet night is mirrored internationally, with similar trends appearing in Canada, the United Kingdom, and Australia. While adoption rates vary by region, the sentiment that Halloween belongs to adults remains consistent. Gen Z remains the most enthusiastic demographic, with 78 percent supporting national holiday status and 69 percent viewing the event as a multi-day celebration.