MISSION VIEJO, Calif. (September 8, 2026) – Cinco de Mayo continued to be a major avocado sales occasion in 2026, with U.S. shoppers purchasing 76.7 million avocados during the holiday week, the highest volume in four years. Recent findings from the Hass Avocado Board’s (HAB) Q2 2026 Avocado Holiday Retail Recap show unit sales increased 11.0% compared with 2025, adding approximately 7.6 million units to the category.
The Big Game remained tGrowth extended across all eight U.S. regions and across multiple avocado segments. California recorded the largest regional increase, with unit sales up 19.8% and approximately 2.0 million incremental units sold. Bagged avocados were the largest contributor to incremental volume by segment, adding 5.6 million units compared with the prior year, while large avocados (4225) added another 3.1 million units.
Key Cinco de Mayo findings include:
- Unit sales increased across all eight U.S. regions, led by California up 19.8%, followed by the Northeast at 12.7%, and the Southeast at 12.0%.
- Extra-large avocados (4770) posted the strongest year-over-year unit growth at 169.3%, while large avocados (4225) added 3.1 million incremental units.
- Non-promoted avocado volume increased 32.8% compared with 2025. Promoted volume declined 12.0%, as promoted volume share fell from 48.7% to 38.6%.
- Average selling price fell 22.8% to $0.97 per unit and dollar sales reached $74.3 million.
Promotional activity generated incremental avocado volume across all four Q2 holidays, with Cinco de Mayo accounting for the largest share of promotional volume lift.
“Cinco de Mayo remains a significant avocado occasion, and this year’s recap shows broad demand across markets and avocado segments,” said Alejandro Gavito, Director of Business Insights and Data. “Growth across every region and the performance of bagged avocados demonstrate the strength of the occasion, while the promotional results across Q2 provide retailers and marketers with additional insights for planning future holiday programs.”
Cinco de Mayo had the highest unit sales among the four Q2 holidays, while increased purchases extended across the quarter. Easter posted the strongest year-over-year increase at 21.2%, reaching 68.3 million units. Memorial Day unit sales rose 11.6% to 67.7 million, and Father’s Day unit sales increased 3.6% to 61.0 million. Each holiday achieved its highest unit sales in four years.
The Avocado Holiday Retail Recap provides a comprehensive analysis of holiday retail performance, detailing unit and dollar sales, average selling price, promotional activity, and performance across bulk and bagged avocados of various sizes. Published quarterly, the report is part of the Hass Avocado Board’s ongoing retail insights program, providing analysis of seasonal purchasing patterns and category performance.
To explore additional findings from the Q2 2026 Avocado Holiday Retail Recap, visit hassavocadoboard.com.
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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.
