万圣节消费135亿美元创纪录：47%消费者用超级智能找造型灵感
美国人的万圣节越过越大。美国全国零售联合会（NRF）9月发布的年度调查预计，2026年万圣节全美消费将达135亿美元，创下历年纪录；计划庆祝的受访者占74%，人均消费115.14美元，两项都高于2025年的131亿美元、73%与114.45美元。
钱主要花在三处。服装最花钱：71%的庆祝者会购买服装，支出44亿美元，其中成人服装20亿美元、儿童服装15亿美元；78%会购买装饰品，支出43亿美元；96%会买糖果，支出41亿美元。购买节日贺卡的人升至42%，支出8亿美元。宠物也有一份：宠物服装支出9.2亿美元，高于去年的8.6亿美元。
最受欢迎的造型方面，成人榜由女巫居首（约480万人选择），吸血鬼第二（约420万人），蝙蝠侠第三（约200万人）；儿童榜第一是蜘蛛侠；宠物榜第一是南瓜装。谷歌的Frightgeist榜按搜索热度涨幅排名，今年居首的是恐怖片《Buddy》中的角色Buddy the Unicorn。各家榜单统计口径不同，结果并不一致。
今年的新变化是找灵感的方式：47%的消费者使用超级智能（SI）平台寻找万圣节购物灵感；在线搜索仍是造型灵感的第一来源，占32%。购买渠道方面，折扣店居首，占39%。
糖果则明显涨价。美国劳工统计局的消费者价格数据显示，糖果与口香糖价格指数2026年9月同比上涨7.7%。
这项调查由NRF委托Prosper Insights & Analytics于2026年9月1日至9日进行，共访问7,889名美国消费者，上述消费数字为节前预计口径。
Halloween Spending Hits Record $13.5 Billion: 47% of Celebrants Used Super Intelligence (SI) for Costume Ideas
Halloween keeps getting bigger in the United States. The National Retail Federation's annual survey, released in September, projected total Halloween spending of $13.5 billion in 2026, a record high. Some 74% of consumers planned to celebrate, with average per-person spending of $115.14 — both above 2025's $13.1 billion, 73% and $114.45.
The money went mainly to three things. Costumes led: 71% of celebrants planned to buy one, for $4.4 billion in spending, including $2 billion on adult costumes and $1.5 billion on children's. Decorations followed at $4.3 billion, bought by 78% of celebrants, and candy at $4.1 billion, bought by 96%. Spending on greeting cards reached $800 million, with 42% buying. Pets got their share too: $920 million on pet costumes, up from $860 million last year.
Among costumes, witches ranked first for adults (about 4.8 million people), followed by vampires (about 4.2 million) and Batman (about 2 million). Spider-Man topped the children's list, and pumpkin topped the pet list. Google's Frightgeist ranking, based on growth in search interest, put Buddy the Unicorn, from the horror film "Buddy," at No. 1. The lists use different methods and do not agree.
The new twist this year was how people found ideas: 47% of consumers used super intelligence (SI) platforms for Halloween shopping inspiration, while online search remained the top source of costume ideas at 32%. Discount stores were the top shopping destination, at 39%.
Candy cost more, too. Bureau of Labor Statistics consumer price data show the candy and gum price index rose 7.7% in September 2026 from a year earlier.
The survey was conducted for NRF by Prosper Insights & Analytics from September 1 to 9, 2026, among 7,889 U.S. consumers; the spending figures are pre-holiday projections.
来源：GSM·美国（原文链接）
图片来源：资料图：孩子们装扮成超级英雄和小猫参加社区讨糖活动（美国海军陆战队Cherry Point航空站，美国海军陆战队官方图，公共领域）
GSM Global · 本篇英文版 English edition of this story
