WASHINGTON -- The National Confectioners Association (NCA) said that it expects confectionery sales this holiday season will increase 2% to 3%. Overall seasonal performance is expected to increase 3.8%, according to the National Retail Federation (NRF).
The NRF said that it expects the average consumer to spend about $90 on candy and other food this season, approximately 13% of their overall holiday spending.
"Holiday traditions are the cornerstone of celebrations this month and candy has a treasured place in many of our festivities," said Susan Whiteside, vice president of communications for the National Confectioners Association. "The combination of its affordable price point and its ability to add a little sweetness to our lives makes candy an alluring seasonal purchase."
Even during times of economic decline, shoppers are still likely to purchase confectionery because of its traditional role in holiday customs, said NCA.
"Candy has a unique role in holiday celebrations because of its popularity across a variety of seasonal activities," Whiteside added. "This month, we'll use candy in a many ways, from decorating our homes to baking sweet treats and from tucking little candies into advent calendars for children to giving traditional boxes of chocolates to loved ones and business colleagues."
The NRF revised its earlier holiday forecast upward from 2.8% to 3.8% to a record $469.1 billion. While 3.8% sales increase is considerably above the 10-year average sales increase of 2.6%, it is still lower than the 5.2% increase the retail industry saw last year, it said.
The NRF represents retailers of all types and sizes, including chain restaurants and industry partners, from the United States and more than 45 additional countries.
The NCA is a national, nonprofit trade association that represents more than 250 U.S. companies that manufacture or market chocolate and nonchocolate confectionery products, comprising about 95% of the domestic industry.
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