高昂的糖果价格可能正在削弱万圣节的欢乐氛围。根据Shopkick与Trax联合进行的一项调查，尽管消费者对万圣节的热情依旧高涨，但价格上涨已让不少人调整了糖果预算。
调查显示，86%的消费者注意到糖果价格上涨，79%表示不得不因此缩减整体支出。
在接受调查的6,000多名消费者中，83%表示会将糖果支出上限控制在100美元，69%计划将预算控制在20美元左右——相比往年平均30至50美元的水平明显下降。
为寻求折扣，41%的消费者计划提前开始“早鸟式糖果采购”。面对这一消费趋势，各大品牌或许该重新审视万圣节营销策略。Trax首席营销官布列塔尼·比林斯指出：“传统的十月底糖果抢购热潮，今年已提前开启，且正在演变为由折扣驱动的长期消费窗口。品牌方和零售商必须重新评估定价与促销策略，以迎合注重性价比、追求优惠的消费者。”
Retail Brew此前报道称，尽管消费者仍计划为万圣节消费，但79%的消费者预计关税将推高节日商品价格。
总体来看，万圣节消费模式的转变折射出更广泛的节日购物趋势：消费者依然愿意消费，但前提是“物有所值”。Adobe Analytics的数据显示，比价购物和“先买后付”服务的使用率正在上升；银率网（Bankrate）则指出，为规避涨价风险，今年越来越多的消费者选择提前开始节日采购。（*）
本文最初刊载于Retail Brew。
译者：刘进龙
审校：汪皓
高昂的糖果价格可能正在削弱万圣节的欢乐氛围。根据Shopkick与Trax联合进行的一项调查，尽管消费者对万圣节的热情依旧高涨，但价格上涨已让不少人调整了糖果预算。
调查显示，86%的消费者注意到糖果价格上涨，79%表示不得不因此缩减整体支出。
在接受调查的6,000多名消费者中，83%表示会将糖果支出上限控制在100美元，69%计划将预算控制在20美元左右——相比往年平均30至50美元的水平明显下降。
为寻求折扣，41%的消费者计划提前开始“早鸟式糖果采购”。面对这一消费趋势，各大品牌或许该重新审视万圣节营销策略。Trax首席营销官布列塔尼·比林斯指出：“传统的十月底糖果抢购热潮，今年已提前开启，且正在演变为由折扣驱动的长期消费窗口。品牌方和零售商必须重新评估定价与促销策略，以迎合注重性价比、追求优惠的消费者。”
Retail Brew此前报道称，尽管消费者仍计划为万圣节消费，但79%的消费者预计关税将推高节日商品价格。
总体来看，万圣节消费模式的转变折射出更广泛的节日购物趋势：消费者依然愿意消费，但前提是“物有所值”。Adobe Analytics的数据显示，比价购物和“先买后付”服务的使用率正在上升；银率网（Bankrate）则指出，为规避涨价风险，今年越来越多的消费者选择提前开始节日采购。（*）
本文最初刊载于Retail Brew。
译者：刘进龙
审校：汪皓
Don’t look now, but high prices might be sucking the sweetness out of Halloween. According to a survey by Shopkick and Trax, while excitement for the holiday is as high as ever, rising costs have shaken shoppers’ candy budgets.
In fact, 86% of consumers noticed seeing candy prices increase, while 79% said they had scaled back on how much they spent overall because of it.
Of the 6,000+ shoppers surveyed, 83% said they’re capping their candy spending at $100, while 69% plan to keep it closer to $20—a notable dip from past years’ averages of $30–$50.
With shoppers hunting for discounts—41% of consumers were planning ahead and doing “early bird candy hunts”—brands may need to rethink their Halloween playbook. As Trax CMO Brittany Billings put it, “The traditional late-October candy buying frenzy is evolving into extended, deal-driven purchasing windows that began much earlier this year. Brands and retailers must reassess their pricing and promotional structures to align with today’s price-conscious consumers hunting for deals.”
As Retail Brew previously reported, while consumers are definitely going to spend for Halloween, 79% are expecting prices to be higher because of tariffs.
Overall, the spooky season spending shift mirrors broader holiday shopping behavior. Consumers are still opening their wallets, but only when they see value. Adobe Analytics found that deal hunting and buy now, pay later use are on the rise, while Bankrate reported that more shoppers are getting an early start this year to hedge against higher prices.
This report was originally published by Retail Brew.