Findings: Nearly 80% of Thanksgiving meals in 2024 are expected to be homemade, as consumers embrace traditional celebrations despite ongoing high grocery prices. Inflation for Thanksgiving staples has slowed to a 2% increase, though prices remain 26% higher than in 2020. Many consumers plan to spend more on groceries, with minimal cuts in their Thanksgiving shopping.
Key Takeaway: Thanksgiving traditions remain strong, with consumers prioritizing homemade meals and family gatherings, creating opportunities for retailers to promote staple items and host-friendly gifts.
Trend: A commitment to traditional Thanksgiving meals, even with elevated grocery prices, and an increase in early deal-seeking behavior.
Consumer Motivation: Consumers value tradition and the home-cooked meal experience, choosing to celebrate with larger gatherings and by preparing meals at home.
What is Driving Trend: High grocery prices alongside a strong desire to preserve Thanksgiving traditions, with many consumers seeking early promotions to manage costs.
Target Demographic: U.S. households celebrating Thanksgiving, with a focus on families and younger generations planning larger gatherings.
Description of Products or Services: Traditional Thanksgiving food items (31 key categories, including turkey, sides, and desserts) and early promotions on staple ingredients.
Consumer Age Range: All ages, with younger consumers (Gen Z and Millennials) hosting larger gatherings on average.
Conclusions: Thanksgiving remains a major food holiday, and retailers can capitalize on consumers’ commitment to tradition by offering promotions on essential items and marketing to hosts.
Implications for Brands: Brands should focus on promotions for Thanksgiving staples, convenience-focused products, and host-friendly offerings to capture consumers’ holiday spending.
Implications for Society: The strong emphasis on traditional, homemade Thanksgiving meals underscores the value placed on family gatherings and cultural traditions in the U.S.
Implications for Consumers: Consumers can benefit from early deals and promotions on Thanksgiving essentials, enabling them to celebrate with traditional meals without overspending.
Implications for the Future: Thanksgiving will continue to be a major opportunity for grocery sales, especially as consumers prioritize value and tradition.
Consumer Trend: Strong preference for homemade, traditional Thanksgiving meals despite high prices.
Consumer Sub Trend: Increased interest in early deals, especially among households with young children.
Big Social Trend: Preservation of holiday traditions amid economic challenges.
Local Trend: U.S. consumers continue to prioritize Thanksgiving gatherings with home-prepared meals.
Worldwide Social Trend: Ongoing consumer interest in preserving holiday traditions with family and friends.
Name of Big Trend Implied: “Tradition-Driven Thanksgiving.”
Name of Big Social Trend Implied: “Resilient Holiday Traditions.”
Social Drive: The desire to maintain cultural and family traditions, especially during challenging economic times.
Learnings for Companies in 2025: Retailers should focus on value-driven promotions for holiday staples, cater to families and hosts, and promote convenience-focused items to appeal to consumers’ enduring commitment to holiday traditions.
Strategy Recommendations for Companies in 2025:
Offer early promotions on key Thanksgiving items to attract budget-conscious shoppers.
Emphasize traditional foods and host-friendly products in marketing efforts.
Provide ideas for convenient yet festive meal preparation to support consumers’ holiday needs.
Final Sentence (Key Concept): "Thanksgiving traditions remain strong, with consumers prioritizing homemade meals and family gatherings despite high grocery prices."
What Brands & Companies Should Do in 2025: Brands should emphasize early deals, traditional holiday foods, and host-friendly items to capture consumer interest in preserving Thanksgiving traditions. Offering value and convenience can help brands support consumers' commitment to traditional holiday celebrations while navigating economic constraints.
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