135亿美元，花在哪儿？

According to the National Retail Federation’s 2026 survey, consumers plan to spend an average of $115.14 per person on Halloween. That adds up to a record $13.5 billion in total spending.

美国全国零售联合会 NRF 的 2026 年调查显示，今年每位消费者平均计划花费 115.14 美元，万圣节总消费预计达到创纪录的 135 亿美元。

But the headline number does not mean shoppers are spending without limits. In the survey, 79% of consumers said tariffs could push Halloween prices higher. Many shoppers are comparing prices, looking for coupons and choosing items they can reuse.

但总消费创新高，并不代表大家花钱毫无顾虑。调查中，79% 的消费者认为关税可能推高万圣节商品价格。比价、找优惠券、购买明年还能继续用的东西，成了很多人的省钱办法。

糖果卖得没以前那么轻松了

Halloween candy sales fell 6.7% in the month ending October 17, according to NielsenIQ. Sales had also dropped 11.7% in mid-September, after two years of strong preseason growth.

根据 NielsenIQ 的数据，截至 10 月 17 日的一个月里，万圣节糖果销量同比下降 6.7%。9 月中旬，糖果销量也曾下降 11.7%，此前连续两年的节前销售增长就此被打断。

Small bags were the only package size showing sales growth. Large and extra-large bags saw the biggest declines, suggesting that shoppers are being more careful about how much they buy.

目前，只有小包装糖果还在增长；大包装和超大包装的跌幅最明显。这说明消费者并不是完全不买，而是更在意一次买多少、花多少钱。

巧克力贵了，酸糖和软糖更受欢迎？

Chocolate is taking the hardest hit. Cocoa prices rose sharply after poor weather in West Africa, while candy and gum prices were up 44% over five years. Non-chocolate candy, including gummies and lollipops, was about 3% cheaper than last year, but lower prices did not immediately bring shoppers back.

巧克力受到的冲击最大。西非天气不佳推高了可可价格，糖果和口香糖价格在五年间上涨了 44%。包括软糖和棒棒糖在内的非巧克力糖果，平均价格反而比去年低约 3%，但降价并没有马上带来销量反弹。

That is where sour candy and other non-chocolate treats may have an advantage: they offer strong flavors and playful shapes without relying on expensive cocoa.

这也给酸糖和其他非巧克力糖果留下了机会：它们有鲜明的口味和有趣的形状，却不依赖价格高昂的可可。

今年的关键词：affordability

Food and housing costs are putting pressure on household budgets. Consumers are not necessarily saying, “Candy is too expensive.” They are saying, “I have less money left after paying for everything else.”

食品、住房和汽油等日常开支正在挤压家庭预算。消费者未必会直接说“糖果太贵了”，他们更可能想的是：“其他东西都付完之后，我已经没有那么多钱买糖了。”

外刊精读

trick or treat：不给糖就捣蛋

sour candy：酸味糖果

stretch your budget：让预算更耐花

affordability：可负担性、买不买得起

small bags are seeing sales growth：小包装销量正在增长

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