What’s more Thanksgiving than the image of plates heaping with food? After all, it’s the second-largest food holiday of the year in the U.S. and is unique in that millions of Americans share a similar meal on the very same day.

Although the Thanksgiving repast includes the traditional staples of turkey, mashed potatoes, stuffing, green beans, cranberries, and pumpkin pie, the holiday isn’t celebrated the exact way every year and can vary by household. From macroeconomic circumstances to demographic-based variances to the extended nature of the overall holiday season, several factors affect Thanksgiving celebrations that include a veritable cornucopia of offerings across retail and foodservice.

How is Thanksgiving 2025 stacking up — and how are people stocking up? Circana’s cross-industry insights reveal some notable Turkey Day trends.

There’s no place like home

Circana’s data confirms that home-cooked meals dominate this holiday, with 97% of Thanksgiving dinners eaten at home or someone else’s home. On the latter note, 28% of main Thanksgiving meals are consumed at someone else’s home, compared to 6% for the entire year.

Just how big are those holiday tables? Our survey shows that, on average, eight people gather for household Thanksgiving celebrations.

Sensible celebrations are in order for 2025

As they prepare to cook and serve meals at their home or at another person’s home, consumers are stretching their budgets. In general, shoppers remain wary on the spending front, facing 30%+ higher food and beverage prices compared to 2019 and without a similar hike in wages. This year, people are also navigating the effects of a recent government shutdown that particularly impacted those who use federal food assistance programs.

Circana’s insights underscore the effects of still-swirling economic headwinds. More than a quarter of Thanksgiving celebrants said they expect to pay more this year for the same quantity of items they bought in 2024. Young adults squeezed by financial pressures reported that they anticipate purchasing fewer things for the event, more than other age groups.

Will bird prices ruffle feathers?

Although turkey prices are not as high as other proteins (like beef) right now, whole turkey prices do peak a few days before the third Thursday in November. Our research indicates that the cost of this center-of-the-plate meat will be in line with last year’s turkey prices: the average price per volume of whole birds is expected to reach around $1.05 the week before Thanksgiving and $1.18 during Thanksgiving week. Turkey sizes are typically more than 10 pounds.

Side hustles from foodservice

Although 89% of foods and beverage for at-home Thanksgiving dinners are sourced from retail stores, Circana expects that 11% of Thanksgiving meals will include items purchased from a foodservice operator, including side dishes, desserts, and even pre-cooked birds.

Americans do visit some restaurants on Thanksgiving, with some opting to enjoy turkey and the trimmings away from home. In addition, those who celebrate the holiday may pick up a doughnut or breakfast sandwich from a quick-service restaurant after a “turkey trot” fun run on Thanksgiving morning. QSR burger chains also fare better than other types of restaurants on that day, underscoring interest in picking up some fast and easy sustenance ahead of the big feast.

Sifting into baking overdrive

How’s this for a pie chart finding? Consumers are in baking mode right now, with Circana’s data revealing that one third of sales in the baking aisle happen during the fourth quarter of the year. As people reach for recipes for pumpkin pie and other Thanksgiving baked goods, they are not just stocking up on baking ingredients: unit sales of baking cookbooks are up by more than 80% compared to last year.

Pre-gaming on Thanksgiving Eve

The run-up to Thanksgiving has become another cause for celebration, as people gather during “Friendsgiving” get-togethers and go out to bars and restaurants on the preceding Wednesday night. Circana’s CREST® data shows that the evening before Thanksgiving is “Pizza Night”, with pizza moving up to the second most popular entrée that day.

Fueling up for Black Friday

Switching gears into shopping mode within hours of the Thanksgiving meal, shoppers also shift their purchase habits. Circana’s data confirms that quick-service coffee and tea establishments get a 20% higher share on Black Friday from shoppers caffeinating on their way to early morning deals.

Circana also found that people have been shopping well before Black Friday this time around. According to our annual Holiday Purchase Intentions report, 44% of consumers said they planned to begin their shopping earlier in the season than they normally would, and more holiday shoppers expected to get started before Thanksgiving than they did in 2024. 

Where’s the Figgy Pudding?

Bringing it back to food and festivities, Circana’s latest data reveals that more than half of U.S. consumers plan a special holiday meal with their own household or extended family this season, as Christmas and other winter holidays approach.

Before they start planning the next shared celebratory meal, however, there are leftovers to nosh. We found that the top turkey dishes during the week after Thanksgiving include turkey sandwiches, soup and chilis, and stews.