Ferrero survey: self-gifting trend boosts Valentine’s sales

The basics:

• More than one in three adults plan to buy chocolate for themselves this Valentine’s Day, according to Ferrero
• Chocolate remains the top Valentine’s treat across relationship statuses, cited by 61% of respondents
• Consumers expect to spend an average of $143.60 on Valentine’s Day despite many calling the holiday overrated
• Ferrero dubs the growing self-gifting movement “Selfentine’s Day,” signaling a shift in holiday spending behavior

When it comes to Valentine’s Day gifts, a growing number of adults plan to buy themselves something sweet this year, according to a new trend report from Ferrero North America.

After conducting a nationwide consumer survey of individuals ages 18 and up, the Parsippany-based confectionary giant found that more than 1-in-3 people plan to self-gift chocolate this year. That’s second only to the 56% who will give candy to romantic partners, Ferrero said.

Additionally, 61% of respondents turn to chocolate as a Valentine’s Day treat regardless of relationship status. Meanwhile, 25% said they have “rage-eaten” chocolate after a bad Valentine’s Day; 21% have given themselves a gift, but pretended it was from someone else.

Despite 63% admitting they think the holiday is overrated, consumers are projected to spend an average of $143.60 on Valentine’s Day this year.

Self love takes the spotlight

According to Ferrero, 73% of participants said they would rather just buy themselves what they want instead of waiting for someone else to get it. And, 76% said they’d prefer spend Feb. 14 single instead of in a bad relationship.

Ferrero North America Chief Marketing Officer Chad Stubbs described the trend as “Selfentine’s Day.”

“It’s changing how we think about Valentine’s Day,” he said. “It’s no longer just for couples — it’s for anyone who wants to celebrate, whether that means treating yourself, surprising a friend or spoiling your partner. Chocolate is the one gift that transcends relationship status and embraces self-gifting without apology.”

Chocolate is the one gift that transcends relationship status and embraces self-gifting without apology.
— Chad Stubbs, chief marketing officer, Ferrero North America

As for gift ideas, 66% chose chocolate over flowers, while 56% picked a box of premium chocolate over a love letter or card. Additionally, 82% think chocolate can serve as “the centerpiece of a great Valentine’s Day.”

Chocolate also ranks most appropriate for early relationships. Dinner and experiences are more important among couples who have been together longer, Ferrero said.

Additionally, 64% feel the holiday can be celebrated with friends. Twenty-four percent are going to gift some chocolate to friends this year, spending an average of $12.60, Ferrero said.

Sweet success

Ferrero’s lineup features several Valentine’s Day goodies, like Ferrero Rocher candies, heart-shaped boxes of Butterfingers and Crunch bars, Nutella mini jars, Mother’s “Puppy Love” cookies and Kinder mini hearts.

The online survey of 1,000 adults in the U.S. and Canada was conducted Jan. 13–27, according to Ferrero.

After starting in 1946 as a small pastry shop in Alba, Italy, Ferrero has grown to become a global leader in sweet-packaged foods, including confectionery, biscuits, ice cream and better-for-you-snacking, with over 35 brands sold in more than 170 countries.

Since entering the North American market in 1969, Ferrero now has more than 5,400 employees in eight offices as well as 15 plants and warehouses in the U.S., Canada and the Caribbean. The North American division includes Nutella, Nestle’s U.S. candy business, Kellogg’s fruit snacks and cookies and Ferrara Candy Co.

Its portfolio expanded last fall via the $3.1 billion acquisition of breakfast cereal giant WK Kellogg. As part of the deal, Ferrero gained access to a portfolio of well-loved brands, like Frosted Flakes, Special K, Apple Jacks, Rice Krispies, Froot Loops and Raisin Bran.