Hass avocados score strongest Big Game performance in four years

Hass avocados experienced their strongest Big Game week performance in four years during 2025, according to the Hass Avocado Board’s (HAB) Avocado Holiday Retail Recap. The report noted retail sales reaching $74.4 million from 64.9 million units sold. This marks a 25% increase in dollar sales and a 3.8% rise in units compared to 2024.

Total sales for the Q1 2025 holiday period, which covers the Big Game, Valentine’s Day, and St. Patrick’s Day, amounted to 167 million units and $199 million in retail sales.

Key points from this year’s Big Game performance include a national average selling price of $1.15 per unit. Seven of the eight U.S. regions showed year-over-year volume growth. Promotional activity notably impacted sales, with small avocados (4046) seeing a 4% point increase in promoted volume share and a 57% volume lift during the week. Large avocados (4225) delivered the most significant promotional results, including a 135% volume uptick in California.

“The Big Game continues to generate strong results for the category,” said Alejandro Gavito, Senior Business Insights and Data Services Manager at HAB. “Retailers who leveraged promotions and strategic pricing saw meaningful lifts in performance.”

Related articles:

Avocado markets face supply saturation amid volume declines