MISSION VIEJO, Calif. (April 20, 2026) – Strong year-end holiday demand boosted 2025 avocado sales, with New Year’s Eve delivering the highest unit growth rate of any holiday period for the year. According to the Hass Avocado Board’s (HAB) Avocado Holiday Retail Recap, New Year’s Eve avocado unit sales reached 54.9 million, a +28.6% increase over the previous year, generating $53.9 million in dollar sales. New Year’s Eve ranked behind only the Big Game and Cinco de Mayo in total unit sales for the year.
During the Q4 holidays, Halloween, Thanksgiving, Christmas, and New Year’s Eve, avocado sales remained strong despite lower average selling prices, adding +21.7 million incremental units for the category. These holidays generated a combined 190.9 million units and $192.1 million in retail dollar sales. The quarter concluded with New Year’s Eve leading both unit and dollar growth, supported by strong promotional performance.
Key takeaways from New Year’s Eve performance include:
- The Northeast region led regional growth, contributing 23.6% of total unit gains and 26.6% of retail dollar growth.
- Average selling price fell -16.2% to $0.98, down from $1.17 in 2024.
- Small avocados (4046) drove unit growth +20.0% compared to the prior year, adding +4.3 million incremental units, largely from non-promoted sales.
- Large avocados (4225) achieved the highest promoted volume (lbs.) lift at +70.2% versus the prior year. In California, promotional lift reached +116.4%.
The Hass Avocado Board’s latest Holiday Retail Recap shows Q4 2025 holidays collectively generated 190.9 million units and $192.1 million in retail sales. Small Hass avocados drove category unit growth across all four holidays.
The Avocado Holiday Retail Recap provides a comprehensive analysis of holiday sales trends, including volume and dollar performance, pricing, promotional lift and effectiveness across bulk and bagged avocados of various sizes. The report equips retailers, suppliers, and marketers with insights to inform sales strategies and seasonal promotions for the coming year. HAB continues to deliver actionable insights that support informed retail decision-making and long-term category growth.
To explore additional Q4 2025 holiday performance insights, visit hassavocadoboard.com.
About The Hass Avocado Board
The Hass Avocado Board (HAB)’s job is to make avocados America’s preferred healthy food for every meal. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.
