NCA Reports 92% Of Consumers Want Treats For Valentine’s Day


Washington — U.S. consumers are ready to embrace the Valentine’s Day season, with 92 percent reporting they plan to share chocolate and candy with friends, family, and loved ones during the first half of February. The appeal remains strong as a symbol of affection, and the enthusiasm for chocolate and candy underscores their role as a social currency that allows consumers to foster connections and create memorable moments, according to NCA.  

“Valentine’s Day is an opportunity for people across the country to make simple yet meaningful gestures by sharing chocolate and candy,” notes John Downs, NCA President and CEO. “People see these treats as tokens of love and happiness, and gifting chocolate and candy is a sentimental tradition that brings a unique sweetness to this season. “

The association’s seasonal survey also found that 94 percent of people in the U.S. say they would be excited to receive chocolate and candy for Valentine’s Day. NCA notes that this excitement reflects not just a preference for treats but a celebration of the emotional connections these treats bring.

The survey also revealed that consumers planning to share conversation hearts with their loved ones like to convey range of messages:

  • 52 percent opt for sweet and heartfelt messages 
  • 28 percent prefer a touch of humor 
  • 20 percent go for a hint of sarcasm 

Consumer preferences for confectionery gifts include classic heart-shaped boxes of chocolate, noted by 60 percent of respondents, and the season’s iconic conversation hearts, reported by 40 percent of respondents.

NCA has curated resources at where consumers can find ideas for celebrating, tips for treating, and fun facts about the holiday.