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Valentine's Day 2004 Sales Summary

May 1, 2005

Retail Sales Summary

Distribution Channel % Change vs. Year Ago
Food Outlets -4.2%
Retail Drug Stores -4.7%
Mass Outlets Excluding Wal-Mart -2.7%
Estimated Food, Drug, Mass excluding Wal-Mart -4.0%

Please take note that the sales figures below are comparing net sales with frequent shopper discounts against net sales without those discounts. A revised number will be posted at the time of IRI’s restatement in the summer months.

As expected with Valentine’s Day falling on a Saturday in 2004, candy sales faced difficult competition from restaurants and other weekend offerings. Total Valentine’s Day candy sales were down 4.0 percent. The Saturday effect can be seen with chocolate candy sales decreasing 4.8 percent and non-chocolate sales decreasing 1.2 percent. Children who typically purchase non-chocolate for gift giving celebrated the holiday as much as ever.