A rare calendar alignment in 2027 will bring together two high-engagement occasions—Super Bowl Sunday and Valentine’s Day—and create a unique opportunity for retailers and manufacturers to drive growth across the confectionery category, according to new insights from the National Confectioners Association (NCA).

The overlap places one of the largest social treating occasions alongside one of the most significant gifting holidays, compressing what are typically separate sales periods into a single high-intensity retail window. Consumers will need shareable treats for game-day gatherings and separate chocolate and candy for gifting, leading to more complex purchasing behavior and higher-value baskets.

“This unique collision of cultural moments creates a special moment for the confectionery category, as consumers will be shopping for both connection and celebration at the same time," says John Downs, president and CEO, NCA. "Retailers and manufacturers have an opportunity to think differently about their approach and inspire consumers in new and exciting ways.”

This 2027 convergence offers several opportunities in the marketplace, NCA says:

• Two occasions in one: Consumers are expected to purchase both shareable products like bags and variety packs for Super Bowl gatherings, as well as seasonal items for Valentine’s Day—often in a single shopping trip.
• More complex baskets: The combination of social and gifting occasions increases not just purchase volume, but basket complexity, creating opportunities for cross-merchandising and bundled promotions.
• Strategy will determine results: This is not just a seasonal moment, but a strategic planning moment for manufacturers and retailers—and the companies that tackle both occasions will unlock the greatest opportunity, NCA says.

Producers can visit the Win The Day microsite at CandyUSA.com/WinTheDay to prepare for February 14, 2027. 

Survey methodology: This special edition study examines the impact of Valentine’s Day and the Super Bowl overlapping in 2027. Consumer insights on habits, risks, and engagement opportunities are based on Circana sales and shopper dynamics data and an online survey conducted in February, among a national sample of 1,529 consumers.

Related - Confectionery sales climb to $55 billion in 2025: NCA