During 2020, producers of Hass avocado (Persea americana Mill.) in the central region of Veracruz State detected atypical damage associated with infestation by thrips. Larvae and adults were feeding on developing fruits, causing wounds in the epidermis, producing necrotic spots, and reducing commercial value. Insects were collected from affected fruits, mounted, and identified using specialized keys. Images of damage were obtained, and numbers of affected trees and fruits were quantified. Thrips specimens were identified as Pseudophilothrips perseae (Thysanoptera: Phlaeothripidae) with an incidence of 1.6% in the orchard examined. Damage by P. perseae in this work differed from that usually caused by other thrips species that feed and oviposit on tender tissues of avocado trees. We reported for the first time, damage caused by P. perseae in developing avocado fruits. More study is necessary to determine distribution and potential to increase in abundance and affect crop production.