Second-quarter holidays generated the highest growth rates in 2024 according to the most recent Avocado Holiday Retail Recap created by the Hass Avocado Board (HAB). Cinco De Mayo, Memorial Day, and Father's Day sold a combined 154.6 million units, generating $191.6 million in dollar sales, a $32.4 million increase in dollar sales versus 2023.
All three holidays contributed to category promotional gains in the promotional lift.
During Cinco de Mayo week, small avocados (4046) fueled unit growth due to their large share of category sales. However, the promotional performance showed large avocado (4225) promotions outperformed small avocados (4046) and bagged avocados, driving a +73.2 percent promotional lift in volume, +35.7 points higher than the promotional volume lift achieved by small avocado (4046) promotions.
Key highlights from the report include:
- Cinco De Mayo sales and units grew, reaching four-year highs in both dollars and units. Avocado units reached 59.8M, a +2 percent increase versus the prior year, while dollar sales soared +22% to $68.5M. Small avocados (4046) drove unit growth during the holiday, contributing an additional +3.1M units to the category.
- During Memorial Day, avocado dollars climbed +18 percent to $61.5M in sales while units fell -2 percent to 47.5M units. The average holiday selling price reached $1.29/unit, a +20 percent increase compared to the prior year.
- Father's Day avocado dollar sales secured $61.6 in sales, a four-year high and a +22 percent increase from the prior year while unit sales declined -1 percent to 47.3M units. Large avocado promotions performed well during the holiday generating the highest promotional volume lift at +20 percent.
The Hass Avocado Board's recently published second-quarter retail recap notes that Cinco De Mayo promotions for large avocados (4225) outperformed other Q2 holidays.
The Avocado Holiday Retail Recap provides detailed analyses of promoted and non-promoted volume and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados. Each report also details regional sales information providing information for future holiday promotion planning.
For more information:
Hass Avocado Board
Tel: +1 (949) 341-3250
[email protected]
www.hassavocadoboard.com