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Valentine's Day 2007 Sales Summary

May 1, 2008

Confectionery sales had record-setting sales for the 2007 Valentine’s Day sales period. With February 14 falling on a Wednesday in 2007, it was anticipated that sales would be strong but the morning of February 14 saw a blanket of ice and snow covering many of the Northeastern states and that followed a storm in the Central states on the 13th.

Consumers however, went to stores to get their cherished Valentine’s Day gifts driving a 6.7% sales increase over 2006. All retail channels experienced strong growth led by drug stores with a 7.7% sales increase. Mass outlets increased sales 7.4% and grocery outlets grew sales 4.8%.

Valentine’s Day Non-chocolate candy sales grew an amazing 11.9% according to IRI. Non-chocolate sales were a robust 24% ahead of the previous year in Retail Drug Outlets. Many retailers had focused on the season earlier this year than past years and non-chocolate Valentine’s Day sales are typically sold earlier in the season than chocolate hearts. Thus the weather on February 13 and 14 had less of an impact on the non-chocolate sector of the category.

With this tremendous performance for Valentine’s Day sales and expected strong sales for Easter which, falls on April 8 this year, the confectionery category is positioned to have a record setting year for seasonal confectionery sales.

Retail Sales Summary

Valentine's Day $ 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 Candy
+6.7%
+4.8%
+7.7%
+7.4%
Chocolate Candy
+5.5%
+6.2%
+4.7%
+6.0%
Non-Chocolate Candy
+11.9%
-1.1%
+24.4%
+11.9%