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Valentine's Day 2009 Sales Summary

February 28, 2009

2009 Valentine’s Day Sales Review

Confectionery sales posted a 9.4 decline for the 2009 Valentine’s Day selling season.

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 year. The double whammy of Valentine’s Day falling on a Saturday led to the large decline.

As compared to Valentine’s Day the industry is anticipating the positive impact of favorable dating for the upcoming Easter sales period. This year there will be an additional nineteen days to merchandise Easter candy as compared to 2008 when Easter fell on March 23.

2009 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
-9.4%
-4.0%
-8.3%
-19.2%
Chocolate Candy
-9.0%
-3.6%
+7.4%
-21.5%
Non-Chocolate Candy
-11.3%
-5.6%
-14.7%
+12.3%