Thanksgiving gatherings in the United States mirror the broader shifts in consumer behavior influenced by the digital economy. As Americans prepare to celebrate, many traditions remain intact, but the methods of shopping, traveling, and menu planning reflect a blend of nostalgia and modern advancements. This evolution highlights a shift towards smarter spending, balancing traditional celebrations with contemporary economic considerations.
In recent years, Thanksgiving-related spending has been shaped by technology and changing consumer preferences. Historically, turkey and the accompanying sides have been cost-effective centerpieces for this holiday. Yet, inflation and economic shifts have impacted dining costs, with data suggesting an increase from $32.37 in 2000 to $58.08 in 2024 for a classic meal serving ten. However, the price for 2025 remains pending. Grocery retailers have been vying for customer loyalty with competitive offers, allowing consumers to feed a group for less than $40 in some cases, particularly through retailer promotions like those at Walmart (NYSE:WMT).
How are Consumer Preferences Shifting?
Consumer trends indicate a growing interest in ready-made options. Thanksgiving celebrators are increasingly opting for store-bought pies and non-alcoholic beverages. Instacart has observed a 157% rise in non-alcoholic drink purchases around this time, reflecting broader consumer behavior patterns. Even traditional turkey meal preparations have seen a shift with peak orders occurring just days before the holiday, aligning with modern planning habits.
Will Travel Remain a Key Component of Thanksgiving?
Travel remains a significant aspect of Thanksgiving celebrations despite economic fluctuations. According to AAA, 80 million travelers were expected in 2024, surpassing previous records. This surge in travel reflects not only the recovery from past disruptions but also an enduring commitment to family gatherings, even amidst higher airline fares and accommodation costs.
Retailers have adapted to these changes by promoting private labels as viable options for holiday meals. In 2025, 65% of consumers felt comfortable serving store brands for Thanksgiving, displaying a shift toward cost efficiency driven by heightened inflation and improved product quality. These changing dynamics in consumer preference underscore the significance of value and convenience in the current market.
The introduction of Butterball’s “Cook From Frozen Whole Turkey” product in 2024 illustrates the intersection of convenience and tradition. This innovation seeks to simplify meal preparation, catering to those who prefer ease without compromising on traditional flavors. Such adaptations demonstrate how industry players are responding to evolving consumer demands.
Analyzing consumer habits and preferences reveals patterns that transcend Thanksgiving itself. Shopping behavior, travel decisions, and dining choices during this holiday season reflect broader societal trends. The continued adaptation of both consumers and businesses ensures that Thanksgiving remains a significant and cherished celebration, balancing the old with the new.
