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Valentine's Day 2008 Sales Summary

May 1, 2008

2008 Valentine’s Day Sales Review

Confectionery sales posted a slight decline for the 2008 Valentine’s Day selling season due to a lackluster performance in the boxed-chocolate sector which, NCA includes in Valentine’s Day performance. Valentine’s Day themed candies actually posted a slight 0.2% sales increase.
Drug Stores and Mass Merchants posted slight increases for the Valentine’s Day selling season but Supermarkets saw sales decline by slightly more than three percent.
The flat sales growth for the 2008 Valentine’s Day season followed a record breaking year in 2007 and may be indicative of the consumers’ concerns about the economy. Seasonal sales are always more impacted by negative economic climate than everyday sales and the U.S. consumer has had their share of negative economic news over the past few months.
Overall however, NCA sees a positive trend in Valentine’s Day sales over the past five years and NCA anticipates the growth trend to continue long term.

2008 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
-0.2%
-3.1%
+1.0%
+1.7%
Chocolate Candy
-0.4%
-2.0%
+0.4%
+1.1%
Non-Chocolate Candy
+0.4%
-6.3%
+3.5%
+3.6%