Washington — After a year of double-digit sales growth, confectionery sales leading up to Valentine’s Day 2022 are expected to top $3.4 billion, according to NCA.
Although normally thought of as a holiday for sharing confectionery, the association says, this year’s Valentine’s Day is also expected to benefit from the rising trend of “self-care” as consumers treat themselves with their favorite confectionery items to celebrate the day and support their emotional well-being.
“Valentine’s Day is positioned at the nexus of two powerful trends defining the confectionery category right now,” says NCA President & CEO John Downs. “Consumers are sharing chocolate and candy more frequently, and shoppers are increasingly looking for little moments to treat themselves. This year’s Valentine’s Day will benefit from both of these rising consumer behaviors.”
According to sales data from Information Resources, Inc., combined chocolate, non-chocolate, gum and mint sales in 2021 increased about 10 percent for the 52 weeks ending December 26, versus a year ago. Chocolate sales led the way, with 58 percent of total sales.
With seasonal sales typically accounting for more than $3 billion during the six weeks leading into the holiday, with consumers purchasing heart-shaped boxes of chocolate, candy hearts and premium offerings for friends, loved ones and themselves.
The Association has tips for treating, holiday insights and fun facts about treating during the Valentine’s Day season at AlwaysATreat.com/ValentinesDay.
