Sales of Hass avocados kicked off 2022 with four-year record highs through key holidays in the first quarter, including the Super Bowl, Valentine's Day and St. Patrick's Day, according to the Hass Avocado Board (HAB).
The Mission Viejo, Calif.-based organization's recently published retail recap indicated increased dollar sales during the key holidays that drove a combined 90.4 million units and $119 million in retail sales.
HAB produces quarterly reports on national holiday retail sales performance to inform retailers, category managers and industry leaders as they plan holiday promotions and look for opportunities to grow avocado sales in the upcoming year.
The information below provides a snapshot of the volume and sales data for each holiday, as revealed in the report.
The Big Game and Valentine's Day
- The Big Game and Valentine's Day fell during the same week due to a late start to the football season.
- Dual event avocados sales at higher average selling prices across all regions drove dollar sales to $64.5 million for the week.
- Nationally, dollar sales during the dual event week increased by 26% versus Big Game week in 2021.
- Dollar sales for the week were up by double-digits across all regions when compared to Big Game week in 2021, with dollar growth ranging from 14% in South Central to 49% in the Great Lakes.
- Nationally, the Big Game and Valentine's Day week avocado volume fell -9% versus Big Game week during the prior year, with declines in every region, except Great Lakes (+4%).
- Total U.S. dollars and units per store selling were highest in the West and California.
- There was a wide range of selling prices across the regions, from $0.98 per unit in the South Central region to $1.43 per unit in the Northeast region.
Valentine's Day
- Nationally, Valentine's Day and Big Game week avocado volume increased 11% versus Valentine's Day week during 2021, with growth in every region except South Central.
- Volume growth from the other seven regions ranged from 4% in the Northeast to 42% in the Great Lakes region.
- Nationally, ASP increased 28% vs. Valentine's Day week in 2021, with price increases ranging from 8% in the California region to 38% in the West.
St. Patrick's Day
- Dollar sales reached $54.3M during the holiday week, up 14% versus prior year.
- Nationally, higher ASP during St. Patrick's Day week drove dollar sales up by 14% to $54.3M versus prior year.
- All regions recorded dollar growth during the holiday week, ranging from 3% in the California region to 23% in the Plains.
- Nationally, avocado volume during St. Patrick's Day week decreased -16% versus 2021.
- Per store dollar sales were highest in the West with California and Southeast regions posting per store sales above the national average.
- The average selling price ranged from $1.18 per unit in South Central to $1.68 per unit in the Northeast.
HAB releases a holiday recap each quarter, covering avocado sales trends for key avocado holidays and events. In each holiday 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. For more information about avocado sales for each holiday, visit the Hass Avocado Board website.