Jan 30, 2026
The uncertainty leading into the deer sales season was cast aside with good crowds of motivated buyers attending sales throughout the country. Although not the sky-high prices of past seasons, demand was strong and steady and reflected in the high clearance rates and price averages.
DINZ Board Chair Paddy Boyd attended five sales in Canterbury and Southland. He was uncertain how the season would pan out but was heartened by what he saw and heard from farmers.
“Having attended some sales and watched on Bidr, it was good to see the solid attendance and strength in the market even with velvet market pressures,” Boyd said.
“The pleasing thing for me was seeing the velvet heads from virtually all the stag sales were good examples of what the velvet guidelines are asking people to cut for - shorter, rounded, traditional-style velvet. There was also strong bidding on quality yearling hinds with similar velvet genetics, leading to full clearances at good values.”
The strength of the market is evident in the sales data from PGG Wrighston (PGGW) who run the majority of on-farm deer auctions. PGGW’s price average for the 209 red stags sold was $7508, a rise of 11 percent from $6712 for the 220 red stags sold in 2024/2025. The clearance rate for both seasons hovered around 90 percent.
Boyd and Haldon Station were among the big spenders this season paying $26,000 and $25,000 for two red stags. The top price - $97,000 - was for a trophy sire,105 Orange, at Kahikatea Trust’s inaugural sale, sold to Peel Forest Estate.
The $1000-plus jump in price average for elk/wapiti bulls was a standout of the season and indicative of the demand from venison marketers to fill elk meat contracts. Hot buyer demand pushed the PGGW price average to $8600, a 14 percent increase on last season’s $7552.
The top bull price - $95,000 for Littlebourne Wapiti’s White 8 - is the highest ever. It’s more than twice the amount paid for the previous record holder, Tikana Wapiti’s Mitey Green 128, who fetched $46,000 last year.
Also of note was strong demand and higher prices for the increased offering of yearling hinds. At PGGW sales, 78 hinds sold for a price average of $1421 compared to 70 last season at $1070.
The keen demand for hinds is an indicator of farmer confidence, PGG Deer & Stud Coordinator Steve Annan says.
“It shows breeders are paying attention to their velvet genetic base. They’re fine-tuning what they’re doing on-farm and will see the results in the paddock two years from now.”
Rural Livestock Deer Manager Adam Whaanga agrees.
“Farmers generally are positive about the future of the industry and are investing in it.”
He also notes the strong demand and prices for trophy genetics, this season’s top red stag price being a good example.
The velvet (stags) were harder going, he says.
“Prices were down a bit from last year but having said that there was good clearances at all of the sales.”
Looking back on the season Annan says it was exciting to see the prices and the calibre of animals on offer.
“Very few were passed in and reflects the quality that was available. All stud breeders should be proud and pleased with what they achieved.”
By Lynda Gray, Deer Industry News editor
