We mashed up data and candy to make a really cool interactive map. There were some awesome findings, and heaps of conversation hearts and chocolate to dig into. Plus, the trends we uncovered were pretty entertaining.
People are gonna be shelling out big bucks this Valentine‘s Day – the National Retail Federation‘s survey says we‘ll be spending a whopping $25.9 billion, which is even more than last year‘s $23.9 billion. Looks like it would be a record–breaking year, except 2020 was $27.4 billion! Ah, the pre-covid days.
The number of people buying candy for Valentine’s Day is expected to be at a new record high with 57% of consumers.
We‘ve got the scoop on which sweet treats are the most popular this Valentine‘s Day. CandyStore.com crunched the numbers from 15 years of our online bulk candy store and industry partners – check out the interactive map above to see which candy each state loves. And don‘t worry if you‘re on mobile – you can still see the results in the chart down below.
Here are some of the key takeaways from our data.
KEY TAKEAWAYS:
Conversation Hearts Are Back
It was a rough couple years for Sweethearts conversation hearts candy. After Necco got ripped apart and its brands sent off to various bidders, Sweethearts’ new owner took more time than anticipated to get their feet under them. In fact, Sweethearts weren’t available in 2019 at all. As the most popular brand of conversation hearts (Brach’s makes them as well), the sales of conversation hearts overall were down over 24%.
In 2020, they were back but only a limited supply was available. As new owner Spangler hurried to get them out, they ran into some printing issues and the cute little sayings written on them were distorted and blurred. Quite a few of them were blank – no words at all.
Last year was the breakthrough. With Spangler introducing all new sayings on Sweethearts, conversation hearts made a heroic comeback in 2021. Finally overtaking their arch-nemesis Heart-Shaped Boxes of Chocolates.
M&M’s keeps moving up
M&M’s continue to gain traction. They made gains in several states throughout the country, landing a new #1 spots in Vermont.
Since introducing the Cupid’s Message M&M’s in 2017, we’ve seen a rise in M&M’s sales for Valentine’s Day. Cupid’s Mix of Valentine’s Day colored M&M’s has also been very popular. The re-introduction of White Cheesecake M&M’s helped boost them as well.
Cupid Corn Resurgence?
Just when we thought they were fading away, cupid corn made a comeback last year. It even claimed a new #1 state in Nebraska. Also up one spot to #2 in Michigan after falling to third place the prior year.
So, which Valentine’s Day candy does your state love the most? Let us know what you think in the comments below.
Here is a table with each state’s winners:
| State Name | Top Valentines 2023 | 2nd Place 2023 | 3rd Place 2023 |
|---|---|---|---|
| Alabama | Candy Necklaces | Conversation Hearts | Heart-Shaped Box of Chocolates |
| Alaska | Conversation Hearts | Heart-Shaped Box of Chocolates | Cinnamon Bears |
| Arizona | M&M's | Heart-Shaped Box of Chocolates | Conversation Hearts |
| Arkansas | Hershey Kisses | Conversation Hearts | Ghirardelli Gift Box |
| California | Conversation Hearts | Heart-Shaped Box of Chocolates | M&M's |
| Colorado | Heart-Shaped Box of Chocolates | Conversation Hearts | Hershey Kisses |
| Connecticut | Heart-Shaped Box of Chocolates | M&M's | Conversation Hearts |
| Delaware | Hershey Kisses | Conversation Hearts | Chocolate Hearts |
| Florida | Conversation Hearts | Heart-Shaped Box of Chocolates | Chocolate Roses |
| Georgia | Heart-Shaped Box of Chocolates | Chocolate Roses | Conversation Hearts |
| Hawaii | Conversation Hearts | Heart-Shaped Box of Chocolates | Candy Necklaces |
| Idaho | Conversation Hearts | Hershey Kisses | M&M's |
| Illinois | Conversation Hearts | Chocolate Roses | M&M's |
| Indiana | Heart-Shaped Box of Chocolates | Conversation Hearts | Chocolate Roses |
| Iowa | M&M's | Conversation Hearts | Ghirardelli Gift Box |
| Kansas | M&M's | Heart-Shaped Box of Chocolates | Ghirardelli Gift Box |
| Kentucky | Chocolate Roses | Conversation Hearts | M&M's |
| Louisiana | Conversation Hearts | Heart-Shaped Box of Chocolates | M&M's |
| Maine | Chocolate Hearts | Ghirardelli Gift Box | Conversation Hearts |
| Maryland | M&M's | Conversation Hearts | Heart-Shaped Box of Chocolates |
| Massachusetts | Conversation Hearts | Heart-Shaped Box of Chocolates | Chocolate Hearts |
| Michigan | Cupid Corn | Heart-Shaped Box of Chocolates | Conversation Hearts |
| Minnesota | Heart-Shaped Box of Chocolates | M&M's | Conversation Hearts |
| Mississippi | Heart-Shaped Box of Chocolates | Conversation Hearts | Chocolate Roses |
| Missouri | Conversation Hearts | Heart-Shaped Box of Chocolates | Hershey Kisses |
| Montana | Chocolate Hearts | Conversation Hearts | Heart-Shaped Box of Chocolates |
| Nebraska | Cupid Corn | Heart-Shaped Box of Chocolates | Chocolate Hearts |
| Nevada | Heart-Shaped Box of Chocolates | Conversation Hearts | Chocolate Roses |
| New Hampshire | Heart-Shaped Box of Chocolates | Conversation Hearts | Chocolate Hearts |
| New Jersey | M&M's | Heart-Shaped Box of Chocolates | Conversation Hearts |
| New Mexico | Chocolate Roses | Heart-Shaped Box of Chocolates | Candy Necklaces |
| New York | Conversation Hearts | Heart-Shaped Box of Chocolates | Cinnamon Bears |
| North Carolina | Conversation Hearts | Heart-Shaped Box of Chocolates | Cupid Corn |
| North Dakota | M&M's | Conversation Hearts | Heart-Shaped Box of Chocolates |
| Ohio | Heart-Shaped Box of Chocolates | Cupid Corn | Conversation Hearts |
| Oklahoma | Heart-Shaped Box of Chocolates | Conversation Hearts | Chocolate Roses |
| Oregon | Hershey Kisses | M&M's | Heart-Shaped Box of Chocolates |
| Pennsylvania | Hershey Kisses | M&M's | Conversation Hearts |
| Rhode Island | Chocolate Hearts | Heart-Shaped Box of Chocolates | Conversation Hearts |
| South Carolina | Conversation Hearts | Heart-Shaped Box of Chocolates | Ghirardelli Gift Box |
| South Dakota | Hershey Kisses | Conversation Hearts | Chocolate Hearts |
| Tennessee | Conversation Hearts | Heart-Shaped Box of Chocolates | Wild Berry Skittles |
| Texas | Hershey Kisses | Heart-Shaped Box of Chocolates | Conversation Hearts |
| Utah | Hershey Kisses | M&M's | Conversation Hearts |
| Vermont | M&M's | Conversation Hearts | Candy Necklaces |
| Virginia | Conversation Hearts | Heart-Shaped Box of Chocolates | Cupid Corn |
| Washington | Conversation Hearts | Heart-Shaped Box of Chocolates | Chocolate Roses |
| Washington, D.C. | Heart-Shaped Box of Chocolates | Conversation Hearts | Cinnamon Bears |
| West Virginia | Conversation Hearts | Cupid Corn | Candy Necklaces |
| Wisconsin | Conversation Hearts | Hershey Kisses | Ghirardelli Gift Box |
| Wyoming | Chocolate Roses | Conversation Hearts | Heart-Shaped Box of Chocolates |
You know, Valentine’s Day candies just don’t come in shoeboxes any more so you can pick only form what is offered. All this does is show box makers think hearts are a favorite shape.