Some 94 percent of Americans will say "I love you" with chocolate or candy this Valentine's Day, according to the trade group representing the candy industry.

The National Confectioners Association projects retail sells of candy to hit $1.1 billion this Valentine's Day, up 1.6 percent from last year. The holiday will be celebrated Sunday.

Chocolate is by far the most popular gift of the holiday, with 70 percent of Americans expected to give chocolates to friends or family members. The association said America's sweet tooth supports 55,000 manufacturing jobs and hundreds of thousands of jobs in the retail sector.

"Chocolate and other sweets have long been associated with celebrations," NCA CEO John Downs said. "Even a small taste of your favorite candy can transport you to another place, and conjure up happy memories."

Candy, of course, is not the only gift given on Valentine's Day, but NCA said its research has shown it is the most popular. Ninety-four percent of Americans say they want chocolate or candy on the holiday, compared to 89 percent who say they want a card and 71 percent who want flowers. http://bit.ly/1nYGxAj

The National Restaurant Association may take issue with NCA about what constitutes the most popular Valentine's Day gift. NRA's own research indicates most adults—particularly men—would prefer a restaurant gift card for the holiday. Valentine's Day is the second most popular holiday for eating out after Mother's Day, according to the group. http://bit.ly/1RjoVuk

MORE CEO DATELINE

• Associations pan California driverless-car regulations
• Fly-in season picking up; halftime show dismays sheriffs
• PhRMA to spend millions to pump up drug industry's reputation
• Oil associations ridicule proposed barrel tax
• Pharmaceutical care association presents plan to combat rising drug costs