Giving chocolates on February 14th remains an almost obligatory tradition in the United States. However, in 2026, the romance comes with an awkward question: why are they more expensive? On this special occasion for many lovers, we explain how Valentine's Day chocolate prices have changed, what factors influence them, and what Latino consumers in the country can expect. The love for chocolate remains strong despite price increases. According to the National Confectioners Association (NCA), 92% of Americans expect to receive chocolate on Valentine's Day. Nearly half even plan to buy their own box if no one else does. Tradition outweighs cost. In 2025, U.S. brands saw an average price increase of 12%, according to data from the Wells Fargo Agri-Food Institute. The shock originated in West Africa, a region that produces around 70% of the world's cocoa and which faced climate problems, crop diseases, and aging plantations. “Despite the price increase, consumers are still treating themselves this Valentine's Day,” David Branch, sector manager at the Wells Fargo Institute, said in an email. “And chocolate remains a favorite, even if saving money means avoiding heart-shaped chocolates.” In another calculation, the firm Datasembly reported that chocolate prices rose 14.4% year-over-year between January 1 and early February. This is a larger jump than those recorded in the previous two years. The increase is a response to the global cocoa shortage, which drove futures prices from around $2,500 per metric ton in 2022 to over $12,600 by the end of 2024. “We saw unprecedented cocoa inflation,” said Stacy Taffet, chief growth officer of The Hershey Company, in an interview with CNN. Although the international price of cocoa recently fell below $4,000 per ton, many current products were made when the raw material was at record levels.

“Retail prices remain stiff because candy manufacturers purchase cocoa months in advance and process existing inventory,” Branch wrote in his report.

In some cities, the impact is greater. In Denver and Los Angeles, prices rose 17%, while in the Dallas-Fort Worth area, the increase reached 19%, according to Datasembly. Nationally, chocolate accounts for about 75% of candy sold this season, the NCA notes.

Valentine's Day is one of the four key seasons for the industry, along with Easter, Halloween, and the winter holidays.

Collectively, these dates generate 62% of the $54 billion that the sector moved in 2024. February 14th alone contributes 12.4% of the total.

The National Retail Federation (NRF) estimates that Americans will spend $2.6 billion on sweets this year.

The political context also played a role. After inflation returned to the forefront, President Donald Trump signed an executive order that excluded cocoa and other agricultural products not produced in the United States from new tariffs.

“We can’t produce cocoa in the United States, so we were happy with that measure,” commented Taffet.

Chocolate remains an affordable option compared to other more expensive gifts, but comparing prices, taking advantage of promotions, and considering simpler presentations can make all the difference. Love remains strong. The price, at least for now, is still adjusting.

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