MISSION VIEJO, CA – Sales of Hass avocados kicked off the new year with four-year record highs through first quarter key holidays including the Big Game, Valentine’s Day, and St. Patrick’s Day. The Hass Avocado Board’s (HAB) recently published retail recap indicated increased dollar sales during the key holidays that drove a combined 90.4 million units and $119 million in retail sales. As the only independent avocado organization that equips the entire industry for success, HAB produces quarterly reports about national holiday retail sales performance. The holiday reports provide insightful sales information for retailers, category managers, and industry leaders as they plan holiday promotions and look for opportunities to grow avocado sales in the upcoming year.
The information below provides a snapshot of the volume and sales data for each holiday.
Key highlights from the report include:
The Big Game & Valentine’s Day
- The Big Game and Valentine’s Day fell during the same week due to a late start to the football season.
- Dual event avocados sales at higher average selling prices across all regions drove dollar sales to $64.5 million for the week.
- Nationally, dollar sales during the dual event week increased by +26% vs. Big Game week in 2021.
- Dollar sales for the week were up by double-digits across all regions when compared to Big Game week in 2021, with dollar growth ranging from +14% in South Central to +49% in Great Lakes.
- Nationally, the Big Game and Valentine’s Day week avocado volume fell -9% vs. Big Game week during the prior year, with declines in every region, except Great Lakes (+4%).
- Total U.S. dollars and units per store selling were highest in the West and California.
- There was a wide range of selling prices across the regions, from $0.98 per unit in the South Central region to $1.43 per unit in the Northeast region.
Valentine’s Day
- Nationally, Valentine’s Day and Big Game week avocado volume increased +11% vs. Valentine’s Day week during 2021, with growth in every region except South Central.
- Volume growth from the other seven regions ranged from +4% in the Northeast to +42% in the Great Lakes region.
- Nationally, ASP increased +28% vs. Valentine’s Day week in 2021, with price increases ranging from +8% in the California region to +38% in the West.
St. Patrick’s Day
- Dollar sales reached $54.3Mduring the holiday week, up +14% versus prior year.
- Nationally, higher ASP during St. Patrick’s Day week drove dollar sales up by +14% to $54.3M vs. prior year.
- All regions recorded dollar growth during the holiday week, ranging from +3% in the California region to +23% in the Plains.
- Nationally, avocado volume during St. Patrick’s Day week decreased -16% versus 2021.
- Per store dollar sales were highest in the West with California and Southeast regions posting per store sales above the national average.
- The average selling price ranged from $1.18 per unit in South Central to $1.68 per unit in the Northeast.
HAB releases a holiday recap each quarter, covering avocado sales trends for key avocado holidays and events. In each holiday report, users can view year-over-year sales performance for each holiday week. Each report details sales trends for dollar sales, units, and average selling price, which provides insightful information for planning future holiday promotions. For more information about avocado sales for each holiday, visit hassavocadoboard.com.
About The Hass Avocado Board
The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.
