Local storeowners said the statistics don't lie -- the Easter holiday is a big moneymaker for chocolate manufacturers nationwide.

The premium chocolate market saw a 129 percent sales boost, from $896 million in 2001 to more than $2 billion in 2006, according to a report by food and drink market analyst Mintel.

Specifically, dark chocolate saw nearly a 50 percent sales jump from 2003 to 2006.

"Manufacturers have been able to offer premium chocolate through less exclusive outlets," said Chanda Rowan, spokesperson for Mintel. "Instead of having to go to a Ghirardelli, you can get it at any major store."

The report also ranked holidays by the amount of money spent on chocolate.

Easter, celebrated this Sunday, took first place, netting $433 million in sales. Christmas was the second greatest revenue generator, and Valentine's Day came in third with $287 million.

"[Around holidays], demand is very high," Paul Jensen, owner of Chocolate Madness, 224 E. Calder Way, said. "Chocolate is a nice gift to give, especially to relatives like grandparents."

Jensen pointed to a study conducted by Penn State in October of 2001, which said a diet that contained large amounts of dark chocolate and cocoa powder had positive effects on bad cholesterol, as a reason for the sales increase.

He also cited a newly revamped fudge recipe at Chocolate Madness as a catalyst for the sales jump. While Chocolate Madness' fudge, made from European chocolate, costs $8 per pound -- the industry standard for "gourmet chocolate" -- some students had no problem indulging in expensive sweets.

Leah Brandt (sophomore-meteorology) said she doesn't like chocolates that come pre-wrapped, but instead leans toward fresh fudge made in a shop.

"My favorite chocolate is freshly made Ghirardelli," she said. "My dad has definitely introduced me to [gourmet chocolate] because he always brings back good chocolate from the different places he travels."

Erica Rounick (sophomore-Spanish) said she has sampled chocolates from more than 10 European countries.

She compares the milk chocolate available in each region and saves the wrapper as a souvenir.

"I liked Swiss and Norwegian chocolate the best," she said. "The Swiss chocolate basically just liquefied in [my] mouth. The Norwegian was surprisingly smooth."

Jaclyn Schlott (senior-biology) said a fascination with chocolate is unavoidable.

"Chocolate addiction is genetic," she said. "My grandma used to unwrap Hershey's Kisses, or 'Silver Tops' as she called them, and set them on her night stand before she would go to sleep, so that when she would wake up in the middle of the night, she could just reach over and pop one in her mouth without doing any work."