Japanese retailers boost chocolate sales for Valentine’s Day as stores, manufacturers battle rising costs to retain customers

Customers flock to a counter selling Valentine’s Day products at the Nihombashi Takashimaya Shopping Center in Chuo Ward, Tokyo, on Wednesday (Jan 22, 2025). - Photo: The Yomiuri Shimbun

TOKYO: As the battle for sales heats up ahead of Valentine’s Day, retailers are pulling out all the stops to boost chocolate sales despite recent increases in the price of the sweet treat.

Chocolate is commonly given as a gift on Valentine’s Day, but prices of chocolate products have been rising due to the surging cost of cacao beans, a key ingredient.