USDA data shows total U.S. retail produce ad counts hit 326,494 for the Labor Day week, up 6% from the prior week and 14% higher than the same week last year. Watermelons, cantaloupes, corn, avocados, colored bell peppers, zucchini, and stone fruit dominated promotional activity as retailers leaned into both late-summer staples and early fall transition items. Several chains also ran dedicated Rosh Hashanah sections featuring pomegranates, apples, leeks, beets, and sweet potatoes.
On pricing, peaches led the declines — white peaches dropped 29% and yellow peaches fell 10% year over year. Avocados were down 20%, seedless watermelons fell 13%, and yellow nectarines dropped 14%. On the increase side, cucumbers were up 12% and green bell peppers rose 10%, while Russet potatoes in 5-lb. bags jumped 12%. Sweet corn saw significant decreases in advertised prices.
The data offers a useful snapshot of where promotional energy is concentrated heading into the fall transition. Categories showing price decreases alongside high ad volume — like avocados and stone fruit — may be worth watching for margin compression at the category level.