There’s a Sweet Way to Avoid Recession Woes

As the economy continues to slump, life has gone sour for many businesses.

But merchants gathering at a convention of candy wholesalers find this Valentine’s Day financially sweet.

Candy and snack-food merchants from across the country met at the kickoff of the three-day event Thursday at the San Diego Convention Center mainly to talk shop, network and try to market their products.

But another reason was to celebrate a boom in the $14-billion-a-year confection business.

Many recession-plagued Americans seek refuge from hard times by satisfying a sweet tooth, the merchants said.

“Consumers turn to us in times of recession because candy brightens your day and makes you happy,� said William L. Sheehan, spokesman for the National Confectioners Assn. “It is an inexpensive, accessible way to reward ourselves for a job well done.�

Sheehan said sales in 1991 were up 7% from 1990, and they expect to do even better this year because of the woeful economy.

Lack of money inhibits people from buying household items for themselves, but makes them splurge on inexpensive, instant-gratification items like candy, Sheehan said.

Organizers say it was just coincidence that the 33rd Winter Candy Convention was held on the third-biggest money-making day for the candy business. With $642 million in candy sales, Valentine’s Day ranks right behind Christmas and Halloween.

Still, there were signs of Valentine’s Day everywhere, from stuffed animals bearing sugary messages to chocolate cupids in a oceans of red plastic packaging.

Then again, it looked like Halloween and Christmas too, as merchants, gearing up for a new season beginning in March, offered chocolate ghosts and Santas as samples.

It was a dentist’s nightmare: 7,000 wholesalers, retailers and manufacturers, wearing everything from business attire to chicken suits and cowboy hats, pushing free samples of sweet, sour, gooey and sticky goods from their brightly colored booths.

There were mounds of the traditional chocolates and gumdrops, peppermints and licorice, as well as less conventional items like “Twang�--�the tart and tangy treat� to put on hamburgers.

Other new products included reduced calorie candy bars and sugar-free candies aimed at a health-conscious market, and spreadable peanut butter-chocolate mix for the decadent.

Concession-stand merchants hawked everything from cookies, jerky and cigarettes to chewing tobacco, lighters and trading cards.

At a “candy parade,� candy executives marched in to the beat of a Dixieland band. An announcement that Leaf, Inc., a premier national confectioner, had bought the rights to the Bozo character drew buzzes of excitement.

It was definitely the kind of place where candy sellers could feel good about themselves, with no diet doctors around to tarnish their self-image.

“I think people might have to give up almost everything in times of recession,� said Arthur Saul of Harry London Chocolates of North Canton, Ohio. “You might not to be able to have that new car or fridge, but there is always chocolate.�