Second-quarter holidays generated the highest avocado growth rates this year, according to the most recent “Avocado Holiday Retail Recap” created by the Hass Avocado Board.
Cinco De Mayo, Memorial Day and Father’s Day sold a combined 154.6 million units, generating $191.6 million in dollar sales, a $32.4 million increase in dollar sales versus 2023, according to a news release. Additionally, all three holidays contributed to category promotional gains in promotional lift.
During Cinco de Mayo week, small avocados (PLU 4046) fueled unit growth due to their large share of category sales, the release said. However, promotional performance showed large avocado (PLU 4225) promotions outperformed small avocados and bagged avocados, driving a 73.2% promotional lift in volume, 35.7 points higher than the promotional volume lift achieved by small avocado (4046) promotions.
Other highlights from the report include:
- Cinco De Mayo sales and units soared, reaching four-year highs in both dollars and units. Avocado units reached 59.8 million, a 2% increase versus the prior year, while dollar sales soared 22% to $68.5 million. Small avocados drove unit growth during the holiday, contributing an additional 3.1 million units to the category.
- During Memorial Day, avocado dollars climbed 18% to $61.5 million in sales while units fell 2% to 47.5 million units. The average holiday selling price reached $1.29 per unit, which is a 20% increase compared to the prior year.
- Father’s Day avocado dollar sales secured $61.6 million in sales, a four-year high and a 22% increase from the prior year while unit sales declined 1% to 47.3 million units, the release said. Large avocados promotions performed well during the holiday generating the highest promotional volume lift at 20%.
The “Avocado Holiday Retail Recap” provides detailed analyses of promoted and non-promoted volume and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados, the release said. Each report also details regional sales information providing insightful information for future holiday promotion planning.
The full report is available at the Hass Avocado Board website.
