Hass Avocado Board reports spring holiday data

Retail sales were on the rise during the spring holidays this year, according to a recap issued in October by the Mission Viejo, Calif.-based Hass Avocado Board. 

Average hass avocado selling prices were up as well during the Easter, Cinco de Mayo and Memorial Day periods.

A total of 123.1 million units were sold, bringing in $179.1 million in retail dollar sales during the spring holidays, the board reported.

Here’s a look at the volume and sales data for each of the 2022 second-quarter holidays:

Easter

• Average selling prices increased 25.2% during Easter week to $1.51/unit compared to 2021. The higher ASP drove dollar sales to a four-year high of $58.7 million. Avocado volume for Easter week fell 10.4% from 2021 to 38.9 million units.
• Retailers saw Easter week sales of $1,555 and 1,030 units per store on average. The West and California regions sold the most hass avocados and had the highest dollar sales.
• Average selling prices rose across all regions, and prices ranged from $1.24/unit in South Central to $1.68/unit in the Northeast region.
• Small hass avocado dollar sales increased 34.9% during the holiday, adding 3.4 million units to the category.

Cinco de Mayo

• ASP dollar sales during the week of Cinco de Mayo were $62.2 million, up 14.5% compared to 2021. Avocado unit sales fell 9.8%, however, to 41.8 million units compared to the same period in 2021.
• Average selling price during the Cinco de Mayo holiday week was up 27% to $1.49/unit compared to 2021. Price increases ranged from 16% in California to 38% in the Northeast.
• Cinco de Mayo dollar sales increased nationally by $7.9 million over the previous year, with dollar sales gains recorded in all regions.
• During Cinco de Mayo week, national volume dropped by 4.5 million units compared to 2021. All regions realized a volume decline compared to last year except the Great Lakes region.

Memorial Day

• During the week of Memorial Day, average selling prices rose 32% to $1.61/unit, which drove avocado sales for the holiday up 10% to $58.2 million compared to the previous Memorial Day period. Avocado volume declined by 16% to 36.1 million units for the holiday week.

• Retailers saw average sales of 955 units and $1,539 per store during the week. The West, Southeast and California regions had the highest per store unit and dollar sales.

• ASP rose by double digits in all regions, including 19% in California and 52% in the South Central region.

• Small hass avocados (PLU 4046) accounted for the largest share of the category, 26.7% of dollars, and showed the largest incremental dollar increase for the holiday.

The Hass Avocado Board, which says it’s the “only independent avocado organization that equips the entire industry for success,” issues national holiday sales reports on a quarterly basis.

“The holiday reports provide insightful sales information for retailers, category managers, marketers, and industry leaders as they plan holiday promotions and look for opportunities to grow avocado sales in the upcoming year,” HAB said.