Q1 holidays reached double-digit dollar growth for Hass avocados

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.

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 percent 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 percent in South Central to +49 percent in Great Lakes.
  • Nationally, the Big Game and Valentine’s Day week avocado volume fell -9 percent vs. Big Game week during the prior year, with declines in every region, except Great Lakes (+4 percent).
  • 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 percent 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 percent in the Northeast to +42 percent in the Great Lakes region.
  • Nationally, ASP increased +28 percent vs. Valentine’s Day week in 2021, with price increases ranging from +8 percent in the California region to +38 percent in the West.

St. Patrick’s Day

  • Dollar sales reached $54.3M during the holiday week, up +14 percent versus prior year.
  • Nationally, higher ASP during St. Patrick’s Day week drove dollar sales up by +14 percent to $54.3M vs. prior year.
  • All regions recorded dollar growth during the holiday week, ranging from +3 percent in the California region to +23 percent in the Plains.
  • Nationally, avocado volume during St. Patrick’s Day week decreased -16 percent 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.

For more information:
Lecia Rdzak
Hass Avocado Board
Tel: +1 (818) 718.8084
lrdzak@gowithfusion.com  
https://hassavocadoboard.com/  


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