Grow Mushroom Sales
Bigger Packs, Bigger Moments:
Mushrooms for the Holidays
Stock Up for the Season with Mushrooms
The October through December holiday period is the most important selling season for mushrooms. In these three months alone, more than 225 million pounds of mushrooms will be sold as shoppers look to elevate holiday meals, entertain guests, and add flavorful, functional ingredients to their celebrations. With the Mushroom Council investing more in consumer marketing than ever before, grocery retailers have an unmatched opportunity to drive category growth this season and beyond.
Why Mushrooms?
✓ Pack Size Matters: Holidays drive big demand for larger packs. Sales of 16- and 24-ounce packages surge during Thanksgiving, Christmas, New Year’s, and early January, making them essential for entertaining and family meals.
✓ Everyday Performer: While 16- and 24-ounce packs shine during the holidays, the 8-ounce package remains a steady, year-round top seller.
✓ Seasonal Shifts: As shoppers move from grilling to cold-weather cooking, specialty mushrooms thrive in soups, stews, sauces, and hearty meals throughout fall and winter.
Access the latest mushroom trends reports by signing up below.
Partner with the Council, stock up, and prepare for the busiest mushroom sales season of the year.
2026 Promotional Resources for Retailers
The Mushroom Council’s new promotional campaign is here — designed to inspire the next generation of mushroom shoppers and fuel mushroom sales.
With fresh creative, expanded media investment, and a new focus on Millennial and Gen Z shoppers, this campaign is built to move light and medium mushroom consumers up the purchase ladder — turning occasional buyers into frequent, loyal fans.
As a retailer, you’ll benefit from:
- High-impact marketing support across digital, social, and streaming platforms where today’s shoppers live.
- Culturally relevant content and recipes showcasing mushrooms’ everyday convenience, flavor, and functional benefits.
- Influencer partnerships with high-profile creators and celebrities to spark shopper excitement.
- Retail-ready activations that connect the national campaign directly to your stores.
Sign up above to be one of the first to receive new campaign assets to bring It’s Not Magic. It’s Mushrooms. to life in your stores.
The Fresh Mushroom Shopper
Retail Best Practices
Ready-to-Use Resources
Easy Mushroom Grilling Recipes
