Retailers boost promotions for festive favorites and seasonal staples, with ad volume up 8% from last year

During the two weeks ending May 8, 2025, major retailers across the nation significantly increased their advertising efforts for produce, leveraging the festive spirit of Cinco de Mayo.

Items such as cilantro, avocados, jalapeños, onions, corn, Roma tomatoes, limes, lemons, cucumbers, and mangoes were prominently featured in promotional campaigns.

In addition to the Cinco de Mayo theme, retailers also focused on conventional and organic strawberries, anticipating demand for Mother’s Day and the Kentucky Derby.

Vidalia onions saw frequent promotions, with white and red varieties appearing more often than usual.

The total number of ads this week reached 286,395, maintaining a steady pace compared to the previous week’s 286,884.

Compared to the same period last year, ad volume increased by 8 percent, reaching 265,171.

Fruit remained the most advertised category, accounting for 146,569 ads, or 51 percent of the total.

Vegetables followed with 111,924 ads, representing 39 percent of the total advertising efforts.

Onions and potatoes were featured in 23,149 ads, making up 8 percent of the total.

Herbs appeared in 7,103 ads, while ornamentals and hemp accounted for 1,680 and 3,073 ads, respectively.

Organic produce played a significant role, with 31,958 ads, constituting 11 percent of all advertising.

Among the items with 3,000 or more ads, white seedless grapes experienced a notable price increase, rising by 26 percent compared to the same week in 2024.

Conversely, red onions saw a price drop of 18 percent per pound, and Russet potatoes (5 lb. bag) decreased by 15 percent.

In the vegetable category, jalapeños fell by 15 percent, cilantro by 13 percent, and Roma tomatoes by 11 percent, with no significant price hikes reported.

The trends in supermarket advertising underscore the strong influence of seasonal events on promotional strategies and pricing dynamics in the produce industry.