Valentine's Day Candy Binge

On the other side of the Atlantic, Valentine's Day week generates more candy sales than any other holiday week, according to ACNielsen U.S. A review of one-week total candy sales in the combined grocery, drug, and mass merchandise channels (excluding Wal-Mart) shows Valentine's Day week topping all others in 2002.

Valentine's Day week may be the largest single week for candy sales, but it is not the largest holiday 'season' for candy. Defining the season as the six weeks leading up to and including the holiday, Valentine's Day drops to last on the list of top candy-selling holiday seasons.

'It appears that people tend to plan ahead when buying candy for Christmas, Halloween, and Easter, whereas Valentine's Day generates more last-minute candy buying,' according to Phil Lempert, spokesperson for ACNielsen. 'Manufacturers and retailers start promoting Valentine's Day candy well in advance, but, for the most part, people tend to wait until the actual holiday draws closer. I don't think that takes away from the romantic sentiments of Valentine's Day candy buyers; lets just call them 'last-minute romantics.''

Chocolate is the candy of choice for Valentine's Day. Throughout the year, 62 percent of all candy sold is chocolate. During Valentine's Day week, that figure grows to 70 percent. Much of the chocolate candy sold Valentine's Day week is boxed. While holiday and boxed chocolate candy represents 32 percent of all chocolate candy sold throughout the year, it jumps to 72 percent of all chocolate candy sold during Valentine's Day week - most of it packaged specifically for Valentine's Day, such as that sold in heart-shaped boxes.

Valentine's Day week is also unique in that it is the only week during the year when candy sales in drug stores outpace those of grocery stores. Throughout the year, grocery stores account for a little over half (53 percent) of all sales in grocery, drug, and mass merchandise stores (excluding Wal-Mart) combined. For the week of Valentine's Day, however, those percentages are reversed. 'Primarily, it's a matter of candy assortment,' Lempert explained. 'Drug stores tend to stock a broader selection of boxed holiday-themed candy than grocery stores. As a result, drug stores have become the go-to destination for heart-shaped boxed candy.'

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

• ACNielsen US
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