USDA's weekly retail ad report shows total produce ad counts at 306,807 for the week, down 3% from the prior week but 6% above the same period last year — a signal that fall promotional activity is building. Pumpkins, hard squash, apples, and pears are taking center stage, while summer staples like cantaloupes, peaches, and grapes are still holding flyer space in warmer markets. Rosh Hashana and Hispanic Heritage Month drove specialty promotions across honey, apples, beets, tomatillos, jalapeños, and Roma tomatoes.
On pricing, the standout movement is avocados — advertised prices are down 15% versus the same week last year, reflecting the transition into Mexico's new regular-crop season with strong supply. Cantaloupe advertised prices are up 14%, consistent with recent tightening in the melon category. Broccoli crowns jumped 20% and cremini mushrooms 13%, while red bell peppers fell 14%.
For category managers building fall sets, the avocado price pullback creates a strong promotional window heading into the fourth quarter. The broccoli and mushroom spikes are worth monitoring given their prominence in fall and holiday meal planning across retail and foodservice.