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MISSION VIEJO, CALIF. — In the Hass Avocado Board’s (HAB) Avocado Holiday Retail Recap, HAB shared that 167.5 million Hass avocados were sold during the Q4 holidays, generating $202.1 million in retail sales.
HAB said bagged avocados played a key role in retail sales during the 2024 holidays, including Halloween, Thanksgiving, Christmas and New Year’s Eve.
HAB said Halloween sales were particularly high in 2024, with unit sales growth surpassing all holidays including Cinco de Mayo and the Super Bowl.
Halloween
“Retail avocado sales hit a four-year high during Halloween, reaching 45.8M in units and $55.5M, up +10.9% in units and +22.5% in dollar sales over the prior year,” HAB said. “Regionally, the Great Lakes led in volume growth, increasing +43.2% in unit sales over 2023. Bagged avocados held 28.1% of unit share during the holiday, contributing +1.5M units to the category.”
Thanksgiving
“Thanksgiving sales reached the highest point in four years, topping 36.8M units and $45.1M,” HAB said. “The average selling price rose +10.3%, to $1.23/unit. Although small avocados (4046) held the largest share of unit sales, bagged avocados had the strongest promotional performance with a +13.5% lift in volume.”
Christmas
“During Christmas, dollar sales grew by +$8.3M to $52.0M while unit sales rose by +1.1M units to 42.7M,” HAB said. “The Northeast region posted unit sales of +7.1M, a +25.8% increase from the prior year. Small avocados (4046) captured nearly half the unit share of total sales during the holiday week, with help from holiday promotions.”
New Year’s Eve
“New Year’s Eve retail sales totaled $49.5M and 42.2M units, an +11.7% increase in dollar sales and a -7.0% decrease in units over 2023,” HAB said. “The total U.S. average selling price increased by +20.3% to $1.17 for the holiday week. Bagged avocados held a 26.6% share of unit sales and a +9.8% growth rate in unit sales, while other PLUs declined.”
To read the full Avocado Holiday Retail Recap and learn more about 2025 seasonal promotions, visit the HAB website.
