Fire Up Fall Merchandising

From back-to-school through Thanksgiving, discover fall merchandising ideas and seasonal marketing strategies.

Fall isn’t simply another season for produce retailers — it’s another selling strategy. As summer fruit gives way to new-crop apples, pears, pumpkins, potatoes and winter squash, shoppers shift from back-to-school routines and Labor Day gatherings to home cooking, Halloween and holiday entertaining.

Case in point, U.S. supermarkets sold $7 billion in fresh fruits and vegetables during the four weeks ending Nov. 30, 2025, as Thanksgiving demand and increased promotional activity helped lift produce volume 1.1%, according to the U.S. Produce Retail Point of Sales Results for November 2025, published by the International Fresh Produce Association with data from 210 Analytics.

“The transition into fall is arguably the most exciting and critical time of the year. It represents a unique intersection of changing consumer behavior, rich storytelling, and an unparalleled local harvest.”

— Jeff Salchenberg, New Seasons Market, Portland, OR

“The transition into fall is arguably the most exciting and critical time of the year,” says Jeff Salchenberg, produce program and category manager for New Seasons Market, a 22-store chain headquartered in Portland, OR. “It represents a unique intersection of changing consumer behavior, rich storytelling, and an unparalleled local harvest.”

BACK-TO-SCHOOL

August-September
Pairing bananas with school supplies, like backpacks and lunch boxes in late August and early September, strengthens the fruit’s image as a quick, healthy breakfast and lunch option, not just for kids, but for the entire household, says Bil Goldfield, director of corporate communications for the Dole Fresh Fruit Co., in Charlotte, NC.

“One trend we’ve noticed is that the back-to-school season that was routinely reserved for kids has become a whole-family reset.”

Back-to-school is one of the most important apple merchandising opportunities of the year, says Aimee Bach, business development manager at FirstFruits Marketing LLC, in Yakima, WA. “Opal apples offer a unique advantage because they are naturally non-browning when sliced, making them ideal for meal prep and school lunches.”

Three-pound pouch bags of Lil Snapper-brand kid-sized apples and pears are a popular promotional vehicle for Gala apples and Bartlett and Starkrimson pears and will be supported by new display bins and point-of-sale (POS) signage this fall, according to Brianna Shales, marketing director at Stemilt Growers LLC, in Wenatchee, WA.

This season, the Healthy Family Project, a Reidsville, GA-based cause-marketing organization promoting healthy family eating through retail partnerships, will roll out its new Little Snackers bins in all Harps Food Stores. The bins, which encourage families to let children enjoy a free piece of fruit, are part of the organization’s fall Produce for Kids campaign, which benefits local Feeding America member food banks.

“The messaging on the bins is very direct and family-focused: ‘Free Fruit. Healthy Kids. Stronger Community,’” says Mike Roberts, vice president of produce operations for the 178-store chain headquartered in Springdale, AR. “The shippers will be filled with easy-to-eat, kid-friendly fruit, such as bananas, clementines, apples, and other snack-size produce. We expect stores to have these in place during the back-to-school season and continue using them into the fall.”

The Healthy Family Project will also launch its campaign in Albertson’s Mid-Atlantic stores from Sept. 4-Oct. 15. This campaign is a new addition for Produce for Kids and will feature easy, family-friendly recipes in stores featuring partner products. There will also be in-store radio and other in-store support.
The focal charity is Nourishing Neighbors, a program of Albertsons Companies Foundation, with a goal of enabling 1.5 billion meals by 2030 and $10 million annually to end the cycle of hunger, says Aimee Smith, director of partnerships and account development.

“On average, our promotions bring in eight to 25 produce brand partners across categories, everything from apples, citrus, cucumbers, tomatoes, veg, grapes to packaged salads, berries and value-added items, so shoppers see the campaign across the entire department rather than in a single aisle,” says Smith, who adds 4,000-some grocery retail stores, both regional and national banners, participate.

LABOR DAY

Sept. 7
Labor Day is like a light switch from summer to fall in terms of merchandising, notes Brian Dey, retail and merchandising innovation manager for Four Seasons Produce, in Ephrata, PA. “Many retailers will have flash sales for grilling items well into September and October, depending on the weather. However, this is the time to use produce to set the tone before customers even enter the door, with outside displays of pumpkins, ornamental gourds and winter squash.”

A local grower supplies pumpkin, squash and mini ornamentals to Sunset Foods, a five-store chain based in Highland Park, IL, according to Vince Mastromauro, director of produce operations. “It makes a fun transition, and customers get excited for what they find inside, like new crop apples, pears, potatoes and sweet potatoes.”

Painted and ornamental pumpkins are available throughout September and October from Bay Baby Produce Inc., in Mount Vernon, WA, with many varieties continuing through Thanksgiving to extend the fall decorating season.

Peak promotional opportunities begin in early September as consumers decorate for fall, says Lindsey Lance, director of marketing and sales.

“By offering products that transition seamlessly from early fall décor to holiday entertaining, retailers can maximize sales throughout the entire season,” Lance says. “New this season, we’re introducing officially licensed 8-count MLB Pie Pumpkins for sports fans.”

The start of college football and the American Labor Day theme make it an excellent time to promote new-crop California garlic, says Ken Christopher, executive vice president of Christopher Ranch in Gilroy, CA. “Guacamole and salsa are now staples for game-watching, and garlic is a key ingredient in both. Sleeve garlic is especially gaining in popularity.”

ROSH HASHANAH

Sept. 11-13
Retailers should pay attention to cultural and demographic opportunities, says FirstFruits Marketing’s Bach. “For example, Rosh Hashanah, the Jewish New Year, traditionally includes apples dipped in honey as a symbol of a ‘sweet year’ ahead.”

Specialty produce ideal for featuring include fruits, such as figs, Fuji apples, quinces, and pomegranates, and vegetables, like baby potatoes, celery root, horseradish, winter squash, and beets, according to Robert Schueller, director of public relations for Melissa’s/World Variety Produce, in Vernon, CA.

HISPANIC HERITAGE MONTH

Sept. 15-Oct. 15
Retailers in areas of the country with a strong Hispanic population are a natural fit to celebrate this month, but not the only ones, according to Four Seasons Produce’s Dey.

“By creating a section of the department with tropical fruits, vegetables and roots, putting a flag out or signage that says, ‘Celebrate Here’ makes it easy for Hispanic shoppers to find these essentials and for non-Hispanic shoppers to be introduced to and try these items.”

Melissa’s offers retailers Hispanic Heritage Month-themed POS, including a taco-themed Iron Man poster with a QR code that directs shoppers to 10 taco recipes. Three-by-5-inch cards provide information on individual ingredients, such as canela (cinnamon) and Anaheim peppers.

“We’re seeing new demand in plantains, and are supporting this growth with dedicated plantain programs, some of which are themed to fall for the first time,” says Dole’s Goldfield.

“Plantains lead the exotics category in sales growth and increased 8% in 2025 alone, the result of Latin-inspired flavors continuing to move into the mainstream of North American eating habits,” he notes. “There’s interest in other exotics, too, such as red bananas, baby bananas and manzanos.”

NATIONAL APPLE MONTH

October
Fall, and particularly October, is the time for big apple displays and promotions.

On the East Coast, Hudson River Fruit will have a strong supply of New York-harvested apples, says Alisha Albinder, vice president of sales and marketing, in Milton, NY. “Honeycrisp continues to be the flagship promotional variety, but we also see excellent movement on McIntosh in the Northeast, Gala for value promotions, Ambrosia for premium sweet flavor, and specialty varieties like SnapDragon and RubyFrost that help retailers differentiate their assortment.”

On the West Coast, proprietary varieties, like Opal, return in the fall, allowing retailers to differentiate their assortment beyond classic offerings, according to FirstFruits Marketing’s Bach. “New is the introduction of Opal Smiles, an innovative consumer engagement program that encourages consumers to collect Opal apple PLU stickers and track their progress using an Opal Smiles tracker sheet. As shoppers reach collection milestones, they unlock rewards and prizes, creating an incentive to purchase Opal apples repeatedly throughout the season.”

The best way to display apples, especially in the fall, is to create a destination for them at the front of the produce department, says Stemilt’s Shales. “Whether you have a large space or limited space, using signage or bins to call attention to the apple section is key. Education, simple and bold, can help shoppers understand why they should choose one variety over another.”

HALLOWEEN

Oct. 31
Produce feels like an afterthought with the Halloween focus on sweets, but it’s a big part of Frieda’s Branded Produce’s identity. “We have a growing lineup of ‘spooky’ produce like rambutan, Buddha’s hand, Kiwano horned melon and dragon fruit,” says Alex Jackson, vice president of sales and marketing for the Los Alamitos, CA-based company. “Their unique appearance, flavors and colors are at peak availability right around Halloween.”

“Retailers are engaging more with spooky foods promotions than ever,” Jackson adds. “Thanks to Pinterest, TikTok and Instagram influencers driving creative content into feeds with fresh produce, it’s easier than ever to bring spooky foods into produce and inspire shoppers at point-of-sale and digitally.”

Freaky Fruit is a Halloween-themed promotion by Melissa’s, supported by POS materials, such as banners, bin signs, Iron Man posters, and 3-by-5 product cards. Aloe vera, pomegranate, quince, goldenberries, cherimoya, starfruit, pinkglow pineapple, blood orange, strawberry papaya, finger limes, and passion fruit are some of the fruits featured.

Mid-October is a great time for a Halloween sales push for caramel apples, says Chad Hackenbracht, president of Tastee Apple Inc., in Newcomerstown, OH, whose latest creation is a two-pack Mini Caramel Apples.

“For our gourmet apples, we have created an Ultimate Candy Bar Crunch Apple, which tastes exactly like your favorite candy bar. Front-of-department displays paired with ads or coupons have increased sales by 50% to 120%.”

The peak promotional window for persimmons is mid-October through November.

“Halloween serves as a natural launchpad for high-impact promotions. The vibrant orange color of Fuyu persimmons fits seamlessly into autumn-themed displays, and our branded packaging features bold black-and-orange graphics that complement the fruit,” says Megan Gorgisheli, vice president of marketing administration and brand for The Giumarra Companies, in Los Angeles, CA.

“Placing our high-graphic 2-pound branded pouch bags adjacent to loose bulk displays gives shoppers multiple purchase options and, according to our internal data, can increase category sales. We also offer branded Do You Fuyu display bins to retail partners.”

Garlic’s folklore as a vampire repellent is the inspiration for Christopher Ranch’s themed display boxes for Halloween. “We see retailers host in-store display competitions, add other decorations, like skeletons and witches on brooms, and cross-merchandise additional garlic products in the display to build excitement,” says Christopher.

Bay Baby Produce’s new 18-count Jack Pack displays, available in both orange and white for Halloween decorating, feature a custom mix of pumpkins.

“Rather than purchasing a single pumpkin, customers often envision decorating an entire porch, office, classroom, or dining table, leading to larger basket sizes and increased overall sales,” says Lance.

NATIONAL POMEGRANATE MONTH

November
California’s fresh pomegranate season begins in October, when POM Wonderful launches its whole-fruit and arils program.

“Because fresh pomegranates are only available for a limited time, the shorter window to purchase helps drive interest and demand, creating a ‘get it before it’s gone’ mindset,” says Jennifer Hirano, vice president of marketing for the Los Angeles, CA-headquartered company.

Since pomegranates are often purchased on impulse, the company works with retailers nationwide to incorporate eye-catching brand packaging and high-graphic in-store POS displays, including bin bases, posters, and balloons. All include QR codes to educate and inspire shoppers with everything from recipes to how-to-open videos.

Hirano says the company is launching a consumer education campaign this fall, focused on answering two common questions: How to select a ripe pomegranate and how to open a pomegranate easily. “The campaign will be supported through both in-store merchandising and social media initiatives to help shoppers feel more confident when purchasing and enjoying pomegranates.”

THANKSGIVING

Nov. 26
This largest food-centric holiday in the U.S. dovetails with a prime supply of fresh cranberries, according to Kevin Tritz, in sales and operations at the Twin Lake Cranberry Co. LLC, in Vesper, WI.
“Retailers increase displays two weeks before Thanksgiving and continue into December. The benefit of our red mesh packaging, over plastic bags, is controlling moisture on the berries and maintaining good shelf life.”

Thanksgiving is the top promotional period for sweet potatoes, too, with high volume and traditional recipe placement, according to Jeremy Fookes, director of sales for A.V. Thomas Produce Inc., in Livingston, CA, which offers red, orange, white and Japanese sweet potatoes, as well as Okinawa, Ben Yagi Purple and Stokes Purple varieties.

“I encourage retailers to allocate a slot or space year-round to try new sweet potato SKU’s and generate curiosity and interest to build on the sweet potato category as a whole.”

“I encourage retailers to allocate a slot or space year-round to try new sweet potato SKU’s and generate curiosity and interest to build on the sweet potato category as a whole.”

— Jeremy Fookes, A.V. Thomas Produce, Inc., Livingston, CA

Research conducted internally at Frieda’s Branded Produce reveals that 56% of shoppers say they want to use produce that’s more special than what they typically buy when cooking for the holidays, says Jackson.

“Stokes Purple sweet potatoes answer the enthusiasm for something unique,” she says. “They also fit traditional sweet potato sets, with pecans, maple syrup, and fresh herbs to help holiday shoppers visualize a complete side dish. National volume growth in the sweet potato category has been phenomenal. One national retailer we work with experienced a 50% volume increase in sweet potatoes last season.”

Retailers have a tremendous opportunity to keep sweet potato merchandising fresh throughout the fall by moving beyond Thanksgiving and connecting the category to everyday meal occasions, says Michelle Grainger, executive director of the

, in Benson, NC.

“Our ‘Sweet Happens’ campaign embraces the reality of busy lifestyles with a lighthearted approach, reminding shoppers that sweet potatoes fit seamlessly into their everyday routines — not just special occasions.”