NCA Sweet Insights
Win the Day: Valentine’s Day & Super Bowl 2027
In 2027, Valentine’s Day and the Super Bowl fall on the same day—a rare overlap where confectionery and snacks will compete for consumer attention and share of wallet. To help you plan, NCA conducted a special consumer research study to understand how consumers are thinking about celebrating this unique dual-occasion moment.
Find these insights and more in the report:
87% of consumers celebrate Valentine’s Day some or all years.
83% of consumers watch the Super Bowl some or all years.
75% of consumers welcome ideas on how to creatively combine both occasions.
Study Conducted By:
Sales Data Provided By:
Study Highlights
75%
of consumers welcome ideas on how to creatively combine both occasions
19%
of consumers typically have some chocolate or candy when watching the Super Bowl.
Dive Deeper
This unique calendar collision creates a dual-occasion celebration, and consumers are looking for ways to combine Valentine’s Day with Super Bowl.
Explore the full report to learn more.
Executive Summary
Valentine’s Day and the Super Bowl are two high-engagement occasions with distinct traditions, missions, and merchandising needs. Seven in 10 Americans participate in both, creating risk and opportunity for the industry. The 2027 overlap represents a shift from two separate occasions to a blended, hybrid event. Success will require reduced friction, combined celebrations, and capturing incremental demand through cross-merchandising, integrated promotions, and solutions that meet both gifting and sharing needs.
Fast Facts
67%
of Valentine’s Day celebrants expect that they will make one or more changes to their typical activities.
7 in 10
consumers plan to participate in both Valentine’s Day and Super Bowl.
48%
of people expect to shop for both occasions at the same time.
Shopper data was collected using an online survey conducted between February 4 and 11, 2026, with a national sample of 1,529 consumers between the ages of 18 and 75. The margin of error associated with the survey is +/-2.5% at the 95% confidence level. Percentages may not always add to 100% due to rounding.
