New Year’s drives 29 percent avocado unit sales growth

New Year’s Eve drove the strongest growth of any holiday in 2025 for avocados, according to a recent Hass Avocado Board (HAB) retail recap. The occasion helped push total fourth-quarter gains despite lower average prices, and led both unit and dollar growth.

Unit sales for New Year’s Eve reached 54.9 million, a 29 percent increase year-on-year, generating $53.9 million in retail sales. The holiday ranked third in total unit sales for the year, behind the Super Bowl and Cinco de Mayo.

Image by HAB.

Across the fourth quarter, which includes important promotional dates such as Halloween, Thanksgiving, Christmas, and New Year’s Eve, the category added 22 million incremental units. Combined holiday sales reached 191 million units and $192 million in retail dollars. 

Northeast leads unit sales growth

The Northeast region led growth for New Year’s Eve, accounting for 24 percent of total unit sales gains and 27 percent of dollar growth.

Average selling price for avocados fell 16.2 percent year over year to $0.98, down from $1.17 in 2024, reflecting broader pricing pressure during the holiday period.

Smaller avocados, sized 4046, contributed significantly to volume growth, with unit sales increasing 20 percent from the prior year and adding 4.3 million incremental units. HAB attributed most of that growth to non-promoted sales.

Larger 4225-size avocados posted the strongest gains under promotion, with volume increasing 70.2 percent year over year. In California, promotional lift for large fruit reached 116.4 percent.

*All images are referential unless stated otherwise. 

The second edition of the Global Avocado Summit will be held on November 11, 2026, at the Monticello Casino Events Center in Santiago, Chile. Organized by the Chilean Avocado Committee and Yentzen Group, the meeting seeks to bring together the main players in a growing industry.

The event has established itself as a key space for addressing commercial and sustainability issues in the industry, bringing together producers, exporters, buyers, certifiers, and innovators to analyze the sector’s challenges and opportunities.

For more info, contact events@yentzengroup.com

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