Thanksgiving Shopping Trends
This Thanksgiving, stressed-out shoppers seek deals, with a side of convenience
Each year, as Thanksgiving approaches, consumers’ thoughts naturally turn to food, family and friends.
But amid continued economic pressures, and with the holidays looming, a massive helping of stress will also be on the menu, according to data from the recent Advantage Outlook survey of Thanksgiving shoppers and insights from Advantage Unified Commerce (AUC), a division of Advantage Solutions. Six out of 10 Thanksgiving hosts experience varying levels of stress during the lead-up to Thanksgiving, with the highest levels of stress reported by the youngest respondents in the 25-34-year-old group (not coincidentally, those most likely to be first-time hosts).
Savvy retailers and food manufacturers can help ease shoppers’ worries by doubling down on convenience, says Jason Katz, vice president, strategic planning for AUC. More better-for-you options and international flavors are also expected to end up on Thanksgiving tables this year.
“With busy schedules in mind, more shoppers will opt for pre-made or partially pre-prepped meal kits,” Katz says. “These include options like ready-to-cook turkeys, fully prepared sides and gourmet pies from retailers or meal delivery services.”
The reasons for the heightened stress vary, but chief among them this year is inflation, according to the survey, with about three-quarters of all respondents saying they plan to spend more on Thanksgiving this year due to inflation. Meanwhile more than 50% say they will be buying less and still spending more.
Nearly half of all shoppers expect inflation to affect their Thanksgiving spending, while a whopping 64% of shoppers aged 50-64 saying they will be affected. In a new twist on shopping habits, 59% of hosts are considering buying Thanksgiving items in bulk and splitting them with friends and family this year.
As holiday shopping begins earlier each year, that can also play havoc with Thanksgiving shoppers, Katz says.
“If retailers are pushing Christmas and holiday shopping earlier, does that mean that people have even less money to spend on Thanksgiving because they’ve already started buying their Christmas stuff?” he asks.
Reaching digital shoppers
Online shopping and delivery can go a long way toward making the shopping experience more frictionless. “Mobile shopping is set to surpass desktop,” Katz notes, “with over 53% of online sales happening via mobile devices. Retailers should be focusing on their apps to capitalize on this.”
He adds: “Everyone loves Thanksgiving, but if you look at it through the eyes of the host, it’s a very stressful time, right? And I think the more that brands and retailers can do to make it more enjoyable and less stressful is super important.”
And that can be everything from price promotions to bundling items to focusing on national brands, because shoppers tend to trust their favorite brands this time of year. From early-bird shoppers to last-minute runs for cranberry sauce, making the shopping experience easier helps alleviate the challenges associated with the holiday.
Let’s talk turkey … and sides
What are all these Thanksgiving shoppers buying?
As more people focus on health and sustainability, plant-based meats and dairy alternatives continue to gain traction, Katz says. Expect increased demand for plant-based turkey alternatives, dairy-free desserts and side dishes that prioritize vegetables over traditional carbs.
One surprising finding: More than two-thirds of shoppers say that salad is a must-have for their Thanksgiving table, reflecting a shift toward lighter, health-conscious choices even during indulgent holiday meals.
Other trends to watch include artisanal and gourmet ingredients and more international flavors. “As culinary curiosity expands, many home cooks are incorporating global flavors into traditional dishes,” Katz says. “Expect to see Thanksgiving menus that feature spices like harissa, gochujang and sumac, infusing new life into classic recipes like roasted vegetables and stuffing.”
There is a growing emphasis on sustainability, with consumers seeking organic, ethically farmed and locally grown ingredients to build a more eco-conscious Thanksgiving table.
But the bottom line for shoppers, beyond price, is convenience. Heat-and-eat, pre-marinated and seasoned, ready-to-cook and pre-made, pre-sliced options from the grocery store are in demand, with bonus points for digital ordering and delivery.
“These trends highlight a focus on quality, sustainability and convenience, appealing to both traditionalists and modern, health-conscious consumers this holiday season,” Katz says.
Download the free Advantage Outlook Thanksgiving survey here.
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