Consumers Embrace Chocolate And Candy To Elevate Their Valentine’s Day Celebrations

WASHINGTON - At the sweetest time of year, Americans are turning to their favorite treats to show love for family and friends. According to the National Confectioners Association (NCA), 84% of Americans will enhance their Valentine's Day celebrations with chocolate and candy.

Why it matters: Valentine's Day generated $5.2 billion in retail sales last year, and the big four candy seasons (Valentine's Day, Easter, Halloween, and the winter holidays) together accounted for 62% of annual sales for the $54 billion confectionery industry in 2024. Chocolate and candy continue to resonate with consumers as affordable indulgences and simple, heartfelt ways to show love, particularly around meaningful moments like Valentine's Day.

Quotable: John Downs, president and CEO of NCA, said:

"Valentine's Day is a reminder that chocolate and candy are more than just treats: they're expressions of love, connection, and joy. Whether it's a heart-shaped box of chocolates, conversation hearts, or another favorite, these timeless American products continue to bring people together during moments worth savoring."

Other insights from NCA:

• Share the love: 92% of people hope to receive chocolate on Valentine's Day, and nearly half of Americans plan to treat themselves to a box of chocolates.
• Timeless traditions: The heart-shaped box of chocolates remains the most iconic Valentine's Day treat, chosen by 75% of consumers. Receiving a Valentine's Day box of chocolates is also seen by 55% as the warmest gesture, followed by conversation hearts (25%), chocolate roses (22%), handmade truffles (16%), and personalized conversation hearts (7%).
• Love at first bite: Opening a Valentine's Day chocolate box comes with strategy - 43% of people start by consulting the guide, while 24% bite the corner, 23% pick one at random, and 10% poke the bottom.

What else you need to know: Consumers understand that chocolate and candy are treats - and that they are different from other foods. They carry a unique mindset when enjoying chocolate and candy at Valentine's Day and throughout the year. People in the U.S. enjoy chocolate and candy 2-3 times per week, averaging just 40 calories and about one teaspoon of added sugar per day.

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About the National Confectioners Association (NCA):
The National Confectioners Association is the voice of the U.S. confectionery industry. Our member companies create moments of joy with chocolate, candy, gum, and mints, drive $54 billion in retail sales, and add a little sweetness to life. NCA champions policies that help candy makers and other stakeholders in this unique category thrive while reminding consumers that chocolate and candy are treats. Learn more at CandyUSA.com or follow NCA on Facebook, X, and Instagram.