NCA Projects Growth For Valentine Sales

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Washington — Candy sales for this coming Valentine’s Day are expected to increase 1.6 percent compared with the year prior, totaling some $1.1 billion, according to estimates from NCA.

This is despite the holiday falling on a Sunday this year, which usually results in consumers spending more on eating out and weekend activities and less on candy, according to the Association.

Overall, more than 90 percent of U.S. shoppers say they’d like to receive candy or chocolate for Valentine’s Day, compared to 89 percent who would like to receive a card and 87 percent that would like a handmade gift, NCA reports.

One projection outside industry analysts field is the impact weather events can have on results. For example, during 2014 massive snow stores across the U.S. hampered sales. To best this challenge, NCA recommends enticing shoppers to purchase earlier in the period through direct email marketing and social media outreach.