Why Sweethearts Candy Holds the Most Valuable Real Estate in Valentine’s Day

If you’ve ever opened a box of Sweethearts around Valentine’s Day — those pastel, chalky little hearts stamped with phrases like “Be Mine” and “Text Me” — you know they’re more than just candy. They’re tiny love notes, passed around classrooms, tucked into cards, and shared between friends and couples.

And according to recent industry analysis, Sweethearts don’t just dominate hearts — they dominate shelf space. Thanks to what’s often called the “Sweethearts Index,” these iconic candies hold some of the most valuable real estate in the Valentine’s Day candy aisle.

So how did they earn that spot? Let’s unwrap the story.

A Little Heart With a Big History

Sweethearts, also known as conversation hearts, have been part of American Valentine’s traditions for more than a century.

Their story begins in the mid-1800s, when early candy makers developed machines that could press sugar into small shapes and stamp words onto them. By the early 1900s, heart-shaped candies with romantic messages had become a seasonal favorite.

For much of the 20th century, they were produced by the New England Confectionery Company, better known as NECCO. Under NECCO, Sweethearts became a classroom staple, a party favor, and a nostalgic symbol of young romance.

Over time, they became less about taste and more about tradition, emotion, and playful communication. That cultural connection is a big reason they’ve lasted so long.

Where Sweethearts Are Made Today

When NECCO shut down in 2018, many fans feared Sweethearts might disappear. Instead, the brand was acquired and revived by the Spangler Candy Company, based in Bryan, Ohio.

Spangler carefully restored production, preserving the classic look and feel of the candy while modernizing the process.

Today, Sweethearts are made in Ohio, with production starting months before Valentine’s Day. The process includes:

• Pressing sugar dough into heart shapes

• Drying the candies for several weeks

• Printing messages with food-safe ink

• Packaging millions of boxes for national distribution

Because of this long preparation cycle, Sweethearts are one of the most carefully planned seasonal candies in the industry.

What Is the “Sweethearts Index”?

One of the most fascinating things about Sweethearts is how their messages change over time.

Each year, the phrases printed on the candies are reviewed and updated. These words often reflect how people are actually living, dating, and communicating. This trend-watching approach has become known as the “Sweethearts Index.”

Recent messages have included:

• “Split Rent”

• “Share Login”

• “Text Me”

• “Car Pool”

• “Buy N Bulk”

These phrases reflect modern relationships shaped by digital life, shared expenses, and changing social norms. In a small but meaningful way, Sweethearts have become cultural snapshots of each generation. That relevance helps keep the candy from feeling outdated, even after more than 100 years.

Why Sweethearts Own Prime Shelf Space

So why do retailers consistently give Sweethearts front-and-center placement every February?

First, they are instantly recognizable. Shoppers don’t need to read a label or compare brands. One glance is enough.

Second, they offer built-in personalization. Every candy carries a message, which makes the product feel personal without any extra effort.

Third, they are affordable. As gift prices rise, Sweethearts remain one of the most budget-friendly Valentine’s options.

Finally, they are deeply nostalgic. Many adults associate them with childhood classroom exchanges and early crushes. That emotional memory still influences buying decisions today.

For retailers, all of this means reliable sales. That reliability is what earns Sweethearts their “premium” position in stores year after year.

More Than Candy: A Cultural Tradition

Sweethearts succeed because they exist at the intersection of food, communication, and tradition.

They work for children, teens, couples, friends, and coworkers. They are lighthearted, low-pressure, and universally understood.

Unlike most candy, they are meant to be read before they are eaten. That brief pause — reading a message, smiling, and sharing it — is what turns a simple sugar candy into a social experience. Few seasonal products manage to create that kind of interaction.

In a market filled with gourmet chocolates, luxury gift boxes, and digital greetings, Sweethearts continue to thrive because they remain:

• Simple

• Familiar

• Accessible

• Emotionally meaningful

They do not compete with premium chocolates. Instead, they own their niche: small, symbolic, and expressive.

By updating their messages while preserving their look and feel, Sweethearts balance tradition with relevance — a rare combination in the candy industry.

From their origins in 19th-century candy presses to their modern production in Ohio, Sweethearts have earned their place as Valentine’s Day royalty. They are more than a seasonal treat. They are history, culture, communication, and tradition — all packed into a tiny pastel heart.

So the next time you pick up a box, remember: you’re not just buying candy. You’re holding one of the most valuable and enduring symbols of Valentine’s Day.