Memorial Day fueled record avocado sales in Q2

Hass avocado sales grew across Easter, Cinco De Mayo, Memorial Day, and Father's Day in 2025, reaching four-year highs in both unit and dollar sales. The Hass Avocado Board's (HAB) Avocado Holiday Retail Recap details that the Q2 2025 holidays generated 218.4 million units and $270.1 million in retail dollar sales combined, marking the category's strongest second-quarter performance in the past four years.

While each holiday contributed to the quarter's success, Memorial Day emerged as a standout driver, generating 54.0 million units and $66.3 million in retail dollar sales. Compared to 2024, Memorial Day delivered a +12.7 percent increase in units, and a +7.2 percent lift in dollar sales, making it the third-largest holiday for avocado unit sales, following the Big Game and Cinco De Mayo.

© Hass Avocado Board^{Memorial Day emerged as a standout driver, generating 54.0 million units and $66.3 million in retail dollar sales.}

Key takeaways from Memorial Day performance include:

• Small avocados drove retail unit growth, rising +29.9 percent over the prior year, and contributing +6.4 million units in incremental gains.
• Nearly half of small avocado volume (lbs.) sales during the holiday week came from promotions, as retailers increased promoted volume (lbs.) by +242.7 percent vs. prior year.
• Promotions of small avocados generated +1.9 million in incremental pounds, delivering a +17.0 percent volume (lbs.) lift.

© Hass Avocado Board

Regional promotions of small avocados delivered a percent volume lift of +27.4 percent in the West and +26.7 percent in the Northeast region.

The Avocado Holiday Retail Recap provides an analysis of holiday retail performance, including volume and dollar sales, pricing trends, lift metrics, and promotional effectiveness across various sizes of bulk and bagged avocados. HAB continues to provide actionable insights that help retailers and marketers plan effective promotions and drive long-term category growth.

For more information:
Hass Avocado Board
Tel: +1 (949) 341-3250
[email protected]
https://hassavocadoboard.com/