Memorial Day drives strong Hass avocado sales in Q2 2025, reaching new records

Hass avocado sales grew across Easter, Cinco De Mayo, Memorial Day, and Father’s Day in 2025, reaching four-year highs in both unit and dollar sales.

The Hass Avocado Board’s (HAB) Avocado Holiday Retail Recap details that the Q2 2025 holidays generated 218.4 million units and $270.1 million in retail dollar sales combined, marking the category’s strongest second-quarter performance in the past four years. 

The report provides a comprehensive analysis of holiday retail performance, including volume and dollar sales, pricing trends, lift metrics, and promotional effectiveness across various sizes of bulk and bagged avocados.

The HAB says it continues to provide actionable insights that help retailers and marketers plan effective promotions and drive long-term category growth.

Memorial Day—a big Hass avocado holiday

While each holiday contributed to the quarter’s success, Memorial Day emerged as a standout driver, generating 54.0 million units and $66.3 million in retail dollar sales. Compared to 2024, Memorial Day delivered a 12.7 percent increase in units and a 7.2 percent growth in dollar sales, making it the third-largest holiday for avocado unit sales, following the Big Game and Cinco De Mayo.

Key takeaways from Memorial Day performance include:

• Small avocados drove retail unit growth, rising 29.9 percent compared to 2024 and contributing 6.4 million units in incremental gains.
• Nearly half of small avocado volume sales during the holiday week came from promotions, as retailers increased promoted volume by 242.7 percent compared to last year.
• Promotions of small avocados generated 1.9 million in incremental pounds, delivering a 17 percent volume boost.
• Regional promotions of small avocados resulted in a volume increase of 27.4 percent in the West and 26.7 percent in the Northeast region.

*All images courtesy of the Hass Avocado Board

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