Thanksgiving 2024 is shaping up to be a vibrant celebration, with 91% of U.S. shoppers planning to participate, according to the Acosta Group’s latest survey.
The report highlights emerging shopping, spending, and meal preparation trends, reflecting how families adapt to rising food prices and shifting traditions.
Smaller Thanksgiving Gatherings, Big Spending
Most Thanksgiving gatherings will be intimate this year, focusing on immediate family. About 66% of celebrations will include close relatives, while only 10% expect more than 15 guests. Spending, however, remains substantial:
- 48% of hosts anticipate spending over $100 on their meals.
- 3 in 5 guests plan to contribute a side dish or dessert, keeping their costs under $50.
- High-income households and families with children are more likely to spend above $100, with 60% of families with kids falling into this category.
Traditional Favorites Dominate the Menu
Turkey remains the centerpiece, with 86% of hosts planning to serve it. Classic sides like mashed potatoes (74%), stuffing (73%), and gravy (68%) are essential components of the Thanksgiving meal. Desserts follow a similar pattern, with pumpkin pie (62%) leading the way, particularly in the Western U.S. Regional preferences add diversity to the menu:
- The Midwest favors stuffing, with 82% of households including it.
- The Northeast leans heavily toward gravy, at 78%.
- The South is fond of mac ‘n’ cheese, with 51% planning to serve it.
Related Article: Consumer Price Expectations Clash with Rising Grocery Costs
Adapting to Rising Costs
With food prices continuing to rise, shoppers are adjusting their habits. Almost half (49%) of consumers plan to make side dishes from scratch to save money.
Meanwhile, 26% of shoppers will opt for discounted or value options, and 28% will buy store-brand products.
Grocery stores remain the primary destination for holiday shopping, with 82% of respondents planning to shop there, followed by mass merchandisers (60%) and warehouse clubs (36%).
Online shopping is gaining traction, especially among Hispanic consumers. Twenty-five percent use retailer websites and 19 percent choose online-only retailers like Amazon.
Family and Cultural Traditions Take Center Stage at Thanksgiving
Half the households with children will prepare kid-friendly dishes such as chicken nuggets, pizza, and mac ‘n’ cheese.
Moreover, one in three families will incorporate cultural traditions into their meals. Examples include Polish pierogi, African delicacies, and Portuguese-style sides.
These additions reflect the growing desire to blend heritage with traditional Thanksgiving fare, enriching the holiday experience.
Insights for the Holiday Season
As families gear up for Thanksgiving 2024, they balance cherished traditions with practical considerations.
Focusing on smaller, cost-conscious gatherings does not diminish the festive spirit but emphasizes a shift towards meaningful, personal celebrations.
By blending familiar dishes with cultural influences and adapting shopping habits to rising costs, households are creating a Thanksgiving that honors tradition and today’s economy’s realities.