- Impulse Chocolate Sales Sales Soar to Over £1.47 Million, despite category wide sales volume decrease Y-O-Y
- Retail data expert, Reapp has released its analysis* of Valentines ‘23 across major supermarkets
Sales of Valentine’s chocolates surged on February 13 this year as lovebirds left it to the last minute, new analysis reveals.
Data compiled by Reapp shows it was the highest sales value day of the four-week Valentine’s period with sales peaking at £1.4million – a 63% uplift on the year before.
In total, year-on-year chocolate sales values increased by just one per cent with sales for the 2023 Valentine’s period valuing £155,000 greater than the same period for 2022.
Despite sales values increasing Y-O-Y, the 2023 Valentine’s period saw sales volumes drop compared to 2022, with 592,107 fewer units being sold, a Y-O-Y decline of 11.28%.
The findings were compiled by retail data experts Reapp from data provided by Asda, Morrisons and Tesco.
They come following the implementation of HFSS legislation across major supermarkets.
That means in the weeks leading up to February 14th chocolates were less visible in store compared to other gifts such as flowers, health and beauty and fragrance – showing that the restriction of promoting chocolate on gondolas and in front of stores is having a negative impact on category sales.
London was the region that splurged the most for chocolate over the 2023 Valentine’s period, with sales valuing over £1,380,000 for the four weeks leading up to Valentine’s Day.
The North West was second with £1,347,400 and Scotland third £1,174,470 – the same order as 2022.
James Lamplugh, Reapp Commercial Director, said; “The data shows that HFSS is having a considerable impact on the way consumers are behaving in store. With chocolate being out of sight for many customers walking through the door, the idea of an impulse purchase into this category is delayed until the last minute – when many people forget to buy their loved one a gift for Valentine’s.
“Innovation in thinking how brands can still engage customers in and around stores is going to be critical and first party data will become even more important in playing a role in driving engagement among consumers.
“It is still relatively early days in terms of HFSS restrictions, but ensuring brands follow this approach will ensure that they are on customers shopping lists before they have even entered the store.”