Spring holidays generate nearly $180 million in retail avocado sales
“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.”
*This article is excerpted from freshplaza.com website, published on 12th October 2022