Rising Hass avocado average selling prices (ASP) drove higher retail sales during second quarter holidays. A recent holiday retail recap published by the Hass Avocado Board (HAB) indicated increased dollar sales during Easter, Cinco De Mayo and Memorial Day. The spring holidays drove a combined 123.1 million units and $179.1 million in retail dollar sales.
The information below provides a snapshot of the volume and sales data for each Q2 2022 holiday.
Easter
- Easter week ASP increased +25.2 percent to $1.51/unit versus 2021. Higher ASP drove dollar sales to a four-year high of $58.7M. Avocado volume for Easter week fell -10.4 percent from 2021 to 38.9M units.
- On average, retailers saw Easter week sales of $1,555 and 1,030 units per store. The West and California regions sold the most volume and had the highest dollar sales.
- With increased ASP across all regions, prices across the country ranged from $1.24/unit in South Central to $1.68/unit in the Northeast region.
- Small Hass avocado dollar sales increased by +34.9 percent during the holiday.
Cinco De Mayo
- Sales during Cinco De Mayo week reached $62.2M, up +14.5 percent over the previous year. However, avocado unit sales fell -9.8 percent to 41.8M units compared to the same holiday week in 2021.
- ASP during the holiday week was up +27 percent to $1.49/unit vs. 2021. Price increases ranged from +16 percent in California and +38 percent in the Northeast.
- Nationally, Cinco De Mayo dollar sales increased by +7.9M vs. 2021, with dollar growth posted in every region.
- During the holiday week, national volume decreased by -4.5M units when compared to the prior year. All regions posted a volume decline versus 2021 except the Great Lakes region.
Memorial Day
- ASP during Memorial Day week increased +32 percent to $1.61/unit, driving avocado sales for the holiday up +10 percent to $58.2M vs. 2021. Avocado volume declined by 16 percent to 36.1M units for the holiday week.
- On average, retailers saw 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.
- Nationally, ASP rose by double digits in all regions, +19 percent in California and +52 percent in the South Central region.
- Small avocados (4046) accounted for the largest share of the total category, 26.7 percent of dollars and showed the largest incremental dollar increase.
HAB releases a holiday recap each quarter. In each 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 insights for planning future holiday promotions.
For more information:
Lecia Rdzak
Hass Avocado Board
Tel: +1 (818) 718.8084
lrdzak@gowithfusion.com
https://hassavocadoboard.com/