Love in the Air, Candy in the Shopping Cart
The Short & Sweet
Wonka, Skittles, and Frankford were top candy brands for parents last Valentine’s Day, all proving to be 2-3x more popular with parents than with non-parents. Other top brands included Galerie, Flix Candy, and Trolli. With one look at these brands’ offerings, it’s clear kids are the target audience. From card kits to heart-shaped boxes featuring popular children’s characters, these brands seem to be made for classroom parties and kids’ gifts.
Parents are most likely to purchase Valentine’s candy on a smaller, last-minute trip. 23% of parents made their purchase the day before or day-of Valentine’s Day, and 46% of these trips had less than ten items in the basket. The Mass channel captured 69% of parents’ Valentine’s candy dollars, followed by Drug (15%) and Food (8%); less than 1% of sales were made Online.
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