Shoppers embraced avocado dishes during the fourth quarter holidays. Halloween, Thanksgiving, Christmas, and New Year's Eve weeks generated higher avocado dollar sales compared to 2022, according to the recently released avocado sales recap from Hass Avocado Board (HAB). Avocado volume and dollar sales during Christmas week grew +3 percent, adding +1.2 million units and +$1.3 million to the category. Avocado sales during the festive holidays in the U.S. totaled 144.8 million units, generating $161.3 million in retail sales.
HAB is committed to equipping the industry for success and produces quarterly reports on holiday retail sales performance nationwide. These reports offer insights for retailers, category managers, marketers, and industry leaders to optimize holiday promotions and identify avenues for enhancing avocado sales in the upcoming year.
Avocado sales during the festive holidays in the U.S. totaled 144.8 million units, generating $161.3 million in retail sales.
Key highlights from the report include:
Halloween
- Avocado dollar sales reached $42.4M during the Halloween week, up +1 percent over last year. However, volume sales dropped -2 percent, reaching 36.9M units.
- Total U.S. ASP was $1.15/unit, varying across the regions from $0.88/unit in South Central to $1.29/unit in the Northeast region.
Small (4046) avocados held nearly half of the unit share, growing +20 percent and contributing +3.0M units to the category.
Thanksgiving
- The Northeast region drove avocado dollar and unit growth rates, leading with a +13 percent dollar sales increase and an +8 percent unit growth rate during Thanksgiving week.
- On average, avocado retailers saw sales of $863 and 727 units sold per store during Thanksgiving week. Per-store unit sales were highest in the West, California, and Southeast regions.
Christmas
- Nationally, Christmas avocado dollar sales grew +3 percent, reaching $41.0M. Unit sales also increased to 37.1M units, a +3 percent increase over the prior year.
- Avocado volume grew across all regions during the 2023 Christmas week holiday, ranging from +1 percent in California to +8 percent in the Midsouth region.
- Volume growth during Christmas week was driven by small avocados (4046) adding +2.5M units to the category, an +18 percent increase over the prior year. Small avocados held the largest volume share at 44 percent, followed by bagged avocados at 26 percent.
New Year's Eve
- Avocado retailers saw an average weekly volume of 937 units and $969 per store during the New Year's holiday week. Per store dollar and unit sales were highest in the West, California, and Southeast regions.
- Average sale price varied across the United States from $0.79/unit in the South Central region to a high of $1.27/unit in the Northeast region.
HAB regularly publishes comprehensive quarterly holiday recaps that analyze sales trends for key holidays and events. Users can access year-over-year sales performance comparisons for each holiday week.
For more information:
Lecia Rdzak
Hass Avocado Board
Tel: +1 (818) 718-8084
lrdzak@gowithfusion.com
www.hassavocadoboard.com