February 1, 2010
Christmas 2009 Sales
According to IRI, overall Christmas confectionery sales grew at a 1.8% rate. Mass merchant sales grew 6.4%; supermarket sales grew 2.7%; and drug stores sales declined by 2.3%.
Chocolate seasonal candy sales grew 1.2% and non-chocolate seasonal confections had an exceptional season, growing 7.0% led by an amazing 30% increase in mass merchandisers.
Continuing a trend that has developed over the past five years, seasonal Christmas confections grew at a 3.8% pace during the month of December. However, sales had declined 2.7% for Christmas confections during the four week period that ended November 29. Retailers are missing a large opportunity for incremental sales if they are not prominently merchandising Christmas confections early in the holiday season.
$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)
Total Christmas Candy