How sweet are the holidays? The sweetest time of year. $35-B

Think candy and holidays and the assumption on consumption is that Valentine’s Day, Easter, Mother’s Day and Halloween rule the day. According to some intriguing statistics from a variety of industry sources, Americans purchase and consume more sweets for the current holiday season than any other.

What makes this time of year different from holidays where candy is more front-and-center? First, the obvious, candies and chocolates often serve as gifts. In fact, the National Confectioners Association reports that more boxed chocolate is sold over the winter holidays (Chanukah, Christmas, New Year’s) than Valentine’s Day.

“One of the trends we’ve noticed in our 40 years of business is that when people give sweets for a gift over the winter holidays, they also like to pick some up for themselves,” said Mike McCourt, general Manager of Murdick’s Fudge, which sells its all natural, homemade fudge, brittle and popcorn from its three locations on Martha’s Vineyard and through its e-commerce site, www.murdicks.com.

Another variable for the winter holidays is baking and entertaining. Such candy items as candy canes and Hershey’s Kisses are not only great in a bowl on your coffee table, but also find their way into cookie, cake and other recipes. According to HistoryChannel.com, for the winter holidays alone, the United States produces 1.76 billion candy canes each year.

These are just a few of the factors that contribute to such Census Bureau numbers as, on average, every American consumes about 25 pounds of candy each year, representing 7 billion pounds collectively and more than $35 billion. This type of data flies in the face of a country with obesity issues and the counter movement towards nutrition and eating and living healthier. Yet many Americans are unwilling to give up their candies and that’s resulted in a trend towards natural ingredients.

“One the things that has made us popular with customers all over has been our commitment to using natural ingredients with little or no preservatives. People realize they have a bit of a sweet tooth, so why not eat something made with healthier ingredients?” added McCourt.

One buying trend that remains the same is a preference for seasonal favorites.

Murdick’s Fudge recently kicked off its 40th anniversary year on Martha’s Vineyard with two holiday fudges--peppermint fudge and eggnog fudge. These holiday treats are made the same way as Sarah Murdick did way back in 1887 during the company’s beginnings on Mackinac Island in Michigan—all-natural ingredients, cooled on a marble table and then cut in half pound slices.

For the month of November Murdick’s Fudge offers a 15 percent discount on all product ordered prior to November 30. That includes the Murdick’s holiday flavors--Chocolate Peppermint, Eggnog and Pumpkin--Murdick’s traditional flavors—Plain Vanilla, Butter Pecan, Penuche, Chocolate Mint Chip, Smores, Plain Chocolate, Chocolate Peanut Butter, Chocolate Walnut, Peanut Butter, Cape Cod Cranberry and Rocky Road—and its popcorn and brittle offerings.

Murdick’s Fudge can be purchased online or at their three Martha’s Vineyard locations: 21 North Water Street, Edgartown; 5 Circuit Avenue in Oak Bluffs; and at the corner of Union Street and Main Street in Vineyard Haven.

For more information Murdick’s Fudge and to place an order, visit www.murdicks.com or you can phone 888-55FUDGE (888-553-2343).