Retailers scaled back promotional activity this week in preparation for the upcoming 4th of July holiday period. While overall ad volume declined, seasonal fresh produce remained widely available, offering shoppers several attractive deals.
Fruits like peaches, nectarines, cherries, and grapes were among the highlights for budget-conscious consumers, while melons—including watermelons, cantaloupes, honeydews, and specialty varieties—were abundant across stores. The surge in new crop offerings extended beyond fruit, with sweet corn, zucchini, yellow squash, tomatoes, asparagus, and cucumbers featured prominently from both local and regional farms across the country. Many retailers also began highlighting 4th of July party supplies and fireworks in their weekly flyers.
Total ad volume for the week reached 257,039, reflecting a 6% decrease from the previous week's total of 272,973. Compared to the same week last year, when 296,072 ads were recorded, this represents a 13% year-over-year decline. Of the total ads, 58% were for fruits, 33% for vegetables, and 7% for onions and potatoes. The remainder included herbs, ornamentals, and hemp. Organic produce accounted for 13% of total advertising, with 32,492 individual ads.
Several price trends stood out this week. Among fruits, significant increases compared to the same period last year included white seedless grapes, up 46%; red seedless grapes, up 15%; red cherries, up 14%; round mangoes, up 13%; blackberries (5.6–6 oz.), up 11%; and strawberries (1 lb.), up 10%. In contrast, tangerines (3 lb. bags) were down 16%, and red seedless watermelons (each) dropped 11%.
For vegetables, cucumbers saw the largest price increase at 22%, followed by yellow crookneck and straightneck squash at 11%, and asparagus at 10%. The only significant price movement among potatoes and onions was a 16% increase for Russet potatoes in 5 lb. bags.
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