‘ American consumers facing the effects from the economic crash are turning to the tried and true treatment of a sugar rush to assuage their financial fears, judging from financial data.
Nestle, Hershey and Cadbury have all seen rises in profits since the economy took a turn for the worse, according to a March 24 New York Times article.’ It is no surprise area candy-sellers and buyers are experiencing the same trend, Boston University psychology professor Deborah Belle said.
‘I think it makes perfect sense to turn to candy during these economic times,’ Belle said. ‘Eating fatty foods are a good way to cope with stress, because you’re making yourself feel better emotionally.”
As most businesses suffer as a result of the recession, candy business owners said they have seen a recent increase in sales. Candy sales never seem to be affected by economic downturns, David Sapers, founder of the Newbury Street-based candy chain Sugar Heaven said.
‘I would say that sales are growing consistently with previous years,’ Sapers said. ‘Each location varies, but growth is between 6 and 15 percent.
‘Candy is simply a recession-proof business,’ Sapers said. ‘One can have an enjoyable experience for the price of one drink.”
With the increase in candy sales, Sapers said he finds that candy is an uplifting product without a hefty price tag.’
‘Even in a recession, sugar prices may increase, but the inexpensive experience one has in a candy store, and the feeling it offers, really makes it worth the value for everyone to afford something,’ Sapers said.’
Generally, when the economy goes downhill, behaviors change, leading people to act upon their emotions, Belle said.’
‘During an economic crisis, people tend to worry that they will fall into anxiety or depression,’ Belle said. ‘Relationships can be affected as well, and those under a lot of stress can unfortunately react abusively.”
Belle said although candy is comforting and cheap, the calming effects tend to be short term. There are alternatives that can produce the same feel-good endorphins as candy, like exercise and companionship, she said.
‘ ‘It is not healthy in the long run to put in our bodies, even though it’s relatively non-lethal and safer than overindulging in alcohol and experimenting with drugs,’ she said.
School of Hospitality Administration freshman Rebekah Kim said she turns to candy when she needs energy, not because she needs an emotional sugar boost.
Those who are currently working during the troubled economic times said candy has been an easy access to quick relief.’
‘I definitely ate more candy since I started work, especially because of all the vending machines’ BU alumnus Anna Cho said. ‘I think I do tend to drift towards junk food if I’m having a bad day as a temporary solution, just like I did when I was still in school.”
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