From limited-edition chocolates to playful conversational candy hearts, confection makers are rolling out new products and campaigns ahead of Valentine’s Day to stand out in a growing market.
The annual holiday for lovers rakes in big bucks for confectioners, generating $5.2 billion in retail confection sales in 2025, according to the National Confectioners Association (NCA).
The National Retail Federation predicts a record year with a projected $29.1 billion in sales – for candy and non-candy items– during the Valentine’s holiday season.
“Valentine’s Day is a reminder that chocolate and candy are more than just treats: They’re expressions of love, connection and joy. Whether it’s a heart-shaped box of chocolates, conversation hearts, or another favorite, these timeless American products continue to bring people together during moments worth savoring,” according to NCA President John Downs.
While known as a holiday for couples, many consumers plan to engage in a little self-love this year. The NCA noted that nearly half of Americans surveyed said they’re getting a box of chocolates for themselves.
Here’s a roundup of some of the hottest seasonal sweet treats on the market for the Valentine’s Day holiday.
Sweethearts with a twist
Sweethearts launched a clever marketing campaign this year that tackles what it calls, “the realities of modern dating.”
Cash-strapped consumers are looking for affordable treats and 80% of consumers say the economy is impacting their Valentine’s Day plans, according to the Bryan, Ohio-based Spangler Candy Company, which owns Sweethearts.
High prices prompted Spangler to launch the “Love in This Economy” line of its iconic heart-shaped sugar candies with messages like “Split Rent,” “Buy in bulk” and “Cook for 2.”
“Sweethearts has always evolved with the times by staying aware of current dating trends and relationships – and being practical is having a moment,” said Evan Brock, vice president of marketing for Spangler Candy Company. “That’s why some of the messages on our Sweethearts candies aren’t just about finding love the old-fashioned way this year.”
Brach’s doubles down
Beyond just changing the message, what more can a company do with a heart-shaped sugar candy? Chicago, Ill.-based Ferrara Candy Company found a way with its Brach’s Sweet Bright Conversation Hearts.
Brach’s is innovating by inscribing messages on both sides with its Dual-Sided Delight line for Valentine’s Day. The candy hearts still have traditional messages like “Sweetie” and “Cutie,” but they’ve also updated some of the messages to include “Queen,” “Bestie,” “Bae” and more.
A survey by consumer insights firm Zappi showed that more than half of consumers want messages on both sides of the candy, Ferrara said.
The candies come in six flavors: Blue Raspberry, Fruit Punch, Lemon-Lime, Orange, Cherry and Apple.
“Brach’s aims to continuously evolve and offer product innovations that inspire fans to share heartfelt (and now emoji-filled) messages with friends and loved ones,” the company said.
Ferrero Rocher Golden Heart
Ferrero Rocher is sticking to the classics with its Valentine’s Day Heart Box, which includes a premium gold-wrapped chocolate heart.
“The Ferrero Rocher Heart Box features iconic chocolates, offering an indulgent combination of a crisp wafer shell, smooth filling and hazelnut center. It’s a gift that feels thoughtful and instantly celebratory,” the company said.
The Italian chocolatier also offers heart-shaped gift boxes in 2-piece, 8-piece and 10-piece assortments.
“Perfect for romantic gifting, Galentine’s gatherings, or a little moment of self-love, the Heart Box makes Valentine’s Day feel special without overcomplicating it,” the company said.
Godiva means business
New York City-based chocolatier Godiva launched its “Say it with Godiva” campaign in late January with a collection of heart-shaped boxes and tins in 7-piece, 9-piece, 14-piece and 20-piece assortments.
“Every box of Godiva turns into a bold gesture that indulges in the art of saying it all: to celebrate the quirks, the contrasts and all the reasons why you choose to love,” the company said. “Each exquisitely crafted chocolate is more than a treat – it’s a love note, a wink, a reason to go beyond ‘I love you.’”
The brand, owned by Turkish conglomerate Yildiz Holding, also launched an ad campaign for the Valentine’s Day lineup and recruited actress Leighton Meester to reprise her role as Lady Godiva. Meester portrayed the fabled noblewoman in the chocolatier’s short video released last fall, Lady Godiva Returns: A Modern Masterpiece is Born.
“This year’s campaign captures a playful, modern expression of romance while reminding the world that a moment of indulgence can itself be an act of love,” said Godiva Global President Steve Lesnard.
