This is a gift market, not a food one. The person searching is buying for somebody else, which means presentation, delivery date and what the box looks like when opened matter more than the description of the chocolate.
Corporate searches happen in September and October, months before the parcels go out. They come from an office manager working through a list with a budget attached, and whoever is visible in those weeks collects orders worth hundreds each.
Dietary variants punch above their volume. Vegan, dairy free and no-nut chocolate come from people who struggle to buy anything at all, and they return to whoever solved it.
The seasonal peaks are immovable. Everything for Christmas and Easter is decided weeks before, so the pages that carry those orders have to exist while the shop is still quiet.