Over the latest 12 months, fresh crab retail dollar sales fell 14% to $645 million while volume dropped 25%. The average retail price rose 16%, from $9.42 to $10.90/lb. The pattern is clear: as wholesale prices recovered through 2024 and 2025, retail prices followed, and consumers bought less. Dollar sales declined even with higher prices, meaning the volume loss more than offset the price increase. Crab is selling at prices that a shrinking share of consumers can afford, and retailers cannot justify promotional support at these levels. Without promotions, volume will continue to contract.