Love me do: Americans want sweet treats for Valentine’s Day

The National Confectioners Association (NCA) said the appeal of these treats remains strong as a symbol of affection and allows consumers to foster connections and create memorable moments.

"Valentine's Day is an opportunity for people across the country to make simple yet meaningful gestures by sharing chocolate and candy,” John said Downs, NCA President and CEO. “People see these treats as tokens of love and happiness, and gifting chocolate and candy is a sentimental tradition that brings a unique sweetness to this season. " 

According to research by the NCA, 94% of people in the US said they would be excited to receive chocolate and candy for Valentine’s Day. This excitement reflects not just a preference for treats but a celebration of the emotional connections these treats bring.

For example, the research highlights consumers planning to share conversation hearts with their loved ones like to convey a colourful spectrum of messages:

• 52% opt for sweet and heartfelt messages
• 28% prefer a touch of humour
• 20% go for a hint of sarcasm

And for those wondering what treats their sweetheart might like to receive, there are a couple of options consumers prefer:

• 60% favour classic heart-shaped chocolate boxes, an iconic staple of the season
• 40% prefer conversation hearts with quirky and endearing messages

• Survey Methodology: NCA’s Seasonal Survey was conducted in July 2023 by 210 Analytics, LLC using a self-administered online questionnaire.​