WASHINGTON -- On Valentine’s Day, February 14, 70% of Americans will give chocolate or candy to one to three friends or family members, according to a recent national survey by the National Confectioners Association (NCA).
NCA projects that retail sales of Valentine’s Day candy in 2016 will be $1.1 billion (up 1.6% from 2015).
According to NCA’s research, 94% of Americans say they would like to receive candy or chocolate for Valentine’s Day this year, compared to 89% who would like to receive a card and 87% who would like to receive a handmade gift. And 71% said they would like to receive flowers and only 67% would like jewelry.
But not having a special someone to celebrate with on February 14 will not stop Americans from enjoying the day--43% of Americans say they will buy their own box of chocolate this year, and nearly half of all consumers say they plan to bake or decorate with chocolate or candy for Valentine’s Day. Women (47%) are more likely than men (42%) to treat themselves, and millennials under age 30 (55%) are the most likely of any age group to shop for themselves.
More than 80% of Americans believe that candy is a treat, one that makes holidays more special. Most people in the United States enjoy candy about twice per week, averaging less than 50 calories per day from confectionery items.
NCA’s 2015/2016 Seasonal Survey was conducted by 210 Analytics LLC using a database comprised of several million respondents who have agreed to participate in survey research. Interviews took place using a self-administered, online questionnaire; 1,630 individuals completed the survey in August 2015.
The NCA is the trade organization representing the $35 billion U.S. confections industry.
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