The Hass Avocado Board said data from IRI/Freshlook shows sales of over US$58 million for Big Game week, over US$45 million for Valentine’s Day, and nearly US$48 million for St. Patrick’s Day.
“2018 is raising the bar for retail sales of Hass avocados for both traditional and less traditional avocado holidays,” explains Emiliano Escobedo, executive director of the Hass Avocado Board.
“Last year’s Big Game (Super Bowl) broke records and set a historical high for the holiday, and 2018 Big Game sales were even higher. Avocado retail sales also reached new highs for both Valentine’s Day and St. Patrick’s Day. Consumers are finding new ways to incorporate nutritious avocados into a variety of holiday dishes.”
The Super Bowl ranks among the top avocado weeks of the year and posted a 15% dollar sales increase and a 9% volume increase in 2018 year-on-year. Nationally, Super Bowl week sales averaged US$624 per store, with especially strong sales in the West region at US$1,219 per store and in the California region at US$1,136 per store.
Avocado retail dollars were strong during all first-quarter holidays. Following the Super Bowl, St. Patrick’s Day ranked second in avocado dollar sales at nearly US$48 million, an increase of 10%. Retail unit volume surged 40%, pushing St. Patrick’s Day dollar sales to record heights amid lower avocado prices (21% down).
Additionally, Valentine’s Day reached a four-year sales high of over US$45 million. Valentine’s Day sales have increased year-over-year since 2015, with 2018 Valentine’s Day sales up 43% in dollars and 52% in units compared to 2015.