Americans Want a Sweet Valentine’s Day Celebration

As Valentine’s Day approaches, there is a growing enthusiasm to celebrate the date with friends, family, and loved ones. According to the National Confectioners Association (NCA), 92% of Americans embrace the sweet spirit of the Valentine’s Day season, saying they plan to share chocolate and candy throughout the first half of February.

The appeal of these treats remains strong as a symbol of affection, and the widespread enthusiasm for chocolate and candy underscores their role as a social currency that 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,” said John 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,” Downs added.

And Americans agree: 94% of people in the U.S. say they would be excited to receive chocolate and candy for Valentine’s Day.

Related Article: Seasonal Confectionery Is a Key Driver of the Category and Business

This excitement reflects not just a preference for treats but a celebration of the emotional connections these treats bring.

Using a self-administered online questionnaire, NCA’s Seasonal Survey was conducted in July 2023 by 210 Analytics, LLC.

The sample of 1,500 individuals mirrors the U.S. population regarding key demographics, including age, income, ethnicity, and region, with an oversample of 500 parents.

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

  • 52% opt for sweet and heartfelt messages.
  • 28% prefer a touch of humor.
  • 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% favor classic heart-shaped chocolate boxes, an iconic staple of the season.
  • 40% prefer conversation hearts with quirky and endearing messages.

A blend of chocolate, candy, and heartfelt messages is perfect for celebrating the joy of treating this Valentine’s Day season, recommends the NCA.

To enhance the Valentine’s Day season, NCA has curated an array of resources at where consumers can find creative ideas for celebrating, tips for treating, and fun facts about the holiday.