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Snacks & Candy

Chocolate and Candy Sales Expected to Rise for Valentine’s Day

Average consumer is expected to spend $162 this year, a 13% increase from 2018
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Photograph: Shutterstock

WASHINGTON -- The average U.S. consumer is expected to spend about $162 for Valentine’s Day this year—a 13% increase from 2018, according to the National Retail Foundation. Moreover, about 80% of U.S. consumers said they plan to share chocolate and candy with loved ones for this year’s holiday, according to a new survey from the National Confectioners Association (NCA). Overall, candy sales for Feb. 14 are expected to hit $1.8 billion, according to Candystore.com.

  • Click here to see new convenience-store chocolate offerings for Valentine's Day.

"We know that most Americans enjoy chocolate and candy two to three times per week, including at special candy moments like Valentine's Day," said John Downs, president and CEO of the NCA. "The gift-giving tradition spans generations and is a highlight of the holiday. But we know that people are also interested in understanding how they can make informed choices about the treats they enjoy at the holiday and throughout the year."

The NCA has collaborated with the Partnership for a Healthier America to launch Valentine’s Day Central, a new digital resource for consumers and association members that focuses on balanced and mindful candy consumption. Topics include the history of Valentine’s Day, a look inside the ingredients of chocolate candies and candy storage tips.

"We are so proud of our industry's efforts to support consumers as they enjoy their favorite treats," said Downs. "We work hard to ensure that everyone can feel good about sharing chocolate and candy with the special people in their lives, helping to make Valentine's Day a fun holiday for all."

The NCA, based in Washington D.C., serves as the primary voice for the chocolate, cocoa, nonchocolate and gum industries in the United States. The trade organization hosts the American confectionery industry's largest trade show, the Sweets & Snacks Expo; conducts both scientific and shopper research; and has a well-established international marketing program for U.S.-made products.

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