2022年美国万圣节消费预测：创纪录的106亿美元支出背后的商机
美国零售联合会(NRF)最新预测显示，2022年美国万圣节消费支出将达到创纪录的106亿美元，超过去年的101亿美元。
The National Retail Federation (NRF) predicts that Halloween spending in the U.S. will reach a record $10.6 billion in 2022, surpassing last year's $10.1 billion.
约68%的消费者计划参与万圣节庆祝活动，这一比例高于去年的65%。NRF行业和消费者洞察高级总监Katherine Cullen表示："今年的主要驱动力是消费力恢复到疫情前水平。虽然消费者可能缩减其他可自由支配支出，但庆祝活动方面的预算仍将保持强劲。"
Approximately 68% of consumers plan to participate in Halloween celebrations, up from 65% last year. Katherine Cullen, NRF's Senior Director of Industry and Consumer Insights, stated: "The main driver this year is the recovery of spending power to pre-pandemic levels. While consumers may cut back on other discretionary spending, budgets for celebrations will remain strong."
万圣节服装支出创新高
Halloween Costume Spending Hits Record High
数据显示，仅服装支出预计就将达到36亿美元，其中包括7亿美元的宠物服装。这是自2017年以来人类服装销售额的最高水平。
Data shows that costume spending alone is expected to reach $3.6 billion, including $700 million for pet costumes. This represents the highest level of human costume sales since 2017.
服装品牌Yandy的商品销售副总裁Pilar Quintana-Williams指出："随着庆祝活动延长至整个周末，消费者可能需要多套服装，这将进一步推动销售增长。"
Pilar Quintana-Williams, Vice President of Merchandising at costume brand Yandy, noted: "As celebrations extend throughout the weekend, consumers may need multiple costumes, which will further drive sales growth."
零售商积极备战万圣节季
Retailers Actively Prepare for Halloween Season
Spirit Halloween作为北美最大的万圣节零售商之一，今年在美国开设了1450家快闪店。其首席执行官Steven Silverstein表示："2022年将成为创纪录的一年。"
Spirit Halloween, one of North America's largest Halloween retailers, has opened 1,450 pop-up stores in the U.S. this year. CEO Steven Silverstein stated: "2022 will be a record-breaking year."
尽管面临通胀压力(8月CPI同比上涨8.3%)，NRF预计消费者仍将优先考虑节日庆祝，人均支出约100美元，略低于去年103美元的历史高点。
Despite inflationary pressures (August CPI rose 8.3% year-over-year), NRF expects consumers to prioritize holiday celebrations, with average spending of about $100 per person, slightly below last year's record high of $103.
外贸企业启示：万圣节已成为美国重要的消费节日，相关产品出口商应关注：
1. 提前6-8个月备货
2. 开发多场景适用产品
3. 重视宠物相关商品开发
Implications for Exporters: Halloween has become an important consumption festival in the U.S. Relevant product exporters should focus on:
1. Preparing inventory 6-8 months in advance
2. Developing products suitable for multiple scenarios
3. Paying attention to pet-related product development
