Chocolate and Valentine’s Day go together like macaroni & cheese, peanut butter and jelly and ice cream and sprinkles. At least we here at Shipt believe so after analyzing data between February 8 and 14, 2021 which shows 66% of total category sales was chocolate purchases. Can you say, “I love you a choco-lot?”
Speaking of one’s love for chocolate, chances are if you live out West in states like Hawaii, Washington, Oregon, California or New Mexico you’ll be indulging in “bougier” chocolate around Valentine’s Day compared to your friends or family who reside in the Southeast. Why that is, well, that’s still to be determined. All we know is that the “bougie” states prefer more decadent chocolate brands such as Ghirardelli, Brookside, Ferrero Rocher, Godiva, Lindt and Lindor.
Although right behind chocolate sales is hard/gummy candy at 16% during the same time period. This only proves that no matter where your state lands in the “bougie” category, we are confident that your Valentine’s Day is sure to be a sweet one!
Full ranking of most bougie to least bougie state in terms of high end chocolate sales through Shipt surrounding Valentine’s Day
*Idaho, North Dakota, Montana and Vermont are excluded in the overall ranking due to not enough chocolate sales data during the given time period. Alaska and Wyoming were excluded due to not servicing the state.
*Internal teams compared each state's "bougie" share to the total Shipt "bougie" share to create the index