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Christmas 2009 Sales Summary

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. 

Christmas 2009 Sales Analysis

$ Percent Change vs. Year Ago (Food, Drug & Mass excluding Wal-Mart)

Distribution Channel

FD&M

Food

Drug

Mass

Candy Category

% Change

% Change

% Change

% Change

Total Christmas Candy

+1.8%

+2.7%

-2.3%

+6.4%

Chocolate Candy

+1.2%

+2.7%

-1.7%

+2.7%

Non-Chocolate Candy

+7.0%

+2.9%

-6.4%

+30.1%