The Fourth of July holiday proved to be a strong promotional period for avocados nationwide, with nearly 53 million avocado units sold across the U.S. during the holiday week — a 10% increase compared to the prior year. Promotions drove 91% of the sales growth, with the greatest promotional performance in markets where California avocados were carried. Retail promotions in California and the West delivered an average of 18% volume (lbs.) lift, outpacing the average 14% volume (lbs.) lift in the rest of the U.S. regions.
Dollar sales also posted strong results, reaching $66 million, a 4% increase year-over-year. Small (4046) avocados led purchases, accounting for 43% of dollar sales, followed by bagged avocados at 30%.
In the four weeks leading up to the Fourth of July holiday, total U.S. avocado supply reached 248 million pounds, up 16% compared to the same period the prior year. California avocados played a key role in meeting heightened shopper demand, contributing 17% of total volume, ensuring shoppers had access to sustainably farmed and locally grown fruit for their holiday celebrations.
CAC’s Fourth of July retail promotions included programs at Kroger western divisions. California avocados were featured in SoCal (Ralph’s), the Pacific Northwest (Fred Meyer), Denver (King Soopers), and in the Midwest (Dillon’s). These retailers featured small and large avocados with 500,000 coupon offers distributed. The program ran July 1 through July 14 with two digital offers:
- Save $1.00 on three SMALL California avocados
- Save $1.00 on two LARGE California avocados
The results showed quantified redemption of more than 78,500 bags and a significant redemption percentage. Data indicates Kroger digital coupons were a cost efficient way to drive conversion (sales) with western avocado shoppers during a very key high consumption timeframe. Growers benefit from this activity with enhanced unit velocity.
Sources: Circana, Total U.S., California and West regions vs. rest of U.S, MULO, week ending 07-06-2025 vs. prior year; Hass Avocado Board Supply Volume 4-weeks ending 07-06-2025 vs. prior year
