NCA Projects Valentine's Day Candy Sales Will Be $1.1 Billion This Year

Americans love sweets and would prefer a Valentine's Day gift to indulge their sweet tooth, according to a recent national survey by the National Confectioners Association (NCA). 

On Feb. 14, 70 percent of Americans will give chocolate or candy to one to three friends or family members. Those sharing a sweet treat are embracing moderation as it relates to enjoying chocolate, candy, gum and mints, according to NCA's survey. More than 80 percent of percent of Americans believe that candy is treat, and its one that makes holidays even more special. Most people in the U.S. enjoy candy about twice per week, averaging less than 50 calories per day from confectionery items.

NCA projects that retail sales of Valentine's Day candy in 2016 will be $1.1 billion (up 1.6 percent from 2015).

"People understand that candy is a transparent and fun treat, and they are choosing to enjoy it in moderation this Valentine's Day and all year long," says John Downs, president and CEO of NCA. "Chocolate and other sweets have long been associated with celebrations. Even a small taste of your favorite candy can transport you to another place, and conjure up happy memories. Because of this, candy plays a wonderful and unique role in a happy, balanced life."

According to NCA's research, 94 percent of Americans say they would like to receive candy or chocolate for Valentine's Day this year, compared to 89 percent who would like to receive a card and 87 percent who would like to receive a handmade gift. Additionally, 71 percent said they would like to receive flowers and only 67 percent would like jewelry.

Not having a special someone to celebrate with on Feb. 14 will not stop Americans from enjoying the day as 43 percent of Americans say they will buy their own box of chocolate this year, and nearly half of all consumers say they plan to bake or decorate with chocolate or candy for Valentine's Day. Women (47 percent) are more likely than men (42 percent) to treat themselves, and millennials under age 30 (55 percent) are the most likely of any age group to shop for themselves.