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)