YAKIMA, WA - As cherry season approaches, we are unveiling key consumer insights to help retailers boost cherry sales and drive repeat purchases throughout the summer. Understanding how different demographics shop is critical to a successful season, and the latest data reveals both opportunities and challenges.

Shoppers aged 55 and older remain one of the most reliable consumer groups for cherries. Despite fixed incomes, they’re willing to spend more for premium fruit and often prioritize quality over price, especially early in the season.

Meanwhile, Millennials (ages 30-45) also love cherries but are driven by value. They tend to gravitate toward retailers with everyday low pricing and respond better to unit pricing over price-per-pound. Simplifying the purchasing experience – like removing the mental math – can be the key to unlocking this group’s purchasing power in-store.

Consumers under 30 aren’t buying cherries at the same rate as other age groups, even during peak-season price drops. While lower overall spending power plays a role, there's still an opportunity to position cherries as a fun and seasonal treat for this demographic. To capture their attention, cherries need to be positioned where they can be seen as often as possible, such as on social media platforms. Campaigns on these platforms, influencer partnerships, and more recipe-driven content that is easy to create could help bridge that gap.

“Cherries have broad appeal across most ages, incomes, and ethnicities—when they’re visible,” said Trisha Casper, Customer Insights Manager at Superfresh Growers, in a recent press release. “The shopping experience early in the season often determines whether consumers continue to buy cherries. A sweet, fresh experience in May and June builds loyalty. But a poor first impression can lose a customer for the rest of the season.”

Convenience is also a critical factor. Many online shoppers miss cherries entirely—not because they don’t want them, but because they don’t see them. With limited in-store visibility, cherries need to be consistently visible on digital grocery platforms. Weekly reminders, recipes, and seasonal spotlights can help keep them top-of-mind. Some shoppers also skip cherries because they’re seen as inconvenient. Retailers can reframe cherries as a grab-and-go snack or simple dessert to appeal to busy customers looking for quick, wholesome options.

“Every cherry season is unique—shaped by weather, crop timing, and consumer demand,” said Destiny Nash, Assistant Director of Cherries at Superfresh Growers. “That’s why intentional merchandising, high-visibility displays, competitive pricing, and an omnichannel strategy are key to success. To win this summer, cherries must be both visible and irresistible.”

As the season kicks off, we encourage retailers to lean into data-driven strategies that connect with every type of shopper. From nostalgic appeal to value messaging and digital engagement, cherries have the potential to be the standout star of summer produce.