Consumers have been watching their wallets over the past several years, and this is shaping up to be another value-centric Thanksgiving. The latest data from Circana reveals attitudes and behaviors that reflect shoppers’ mindful spending.

This year, 38% of consumers report that they are looking for deals for Thanksgiving meal items before the holiday week. That number is even higher (45%) among younger consumers in the Gen Z and younger millennial age groups.

Similar to shopping habits during the back-to-school season, people said that they plan to make spot purchases of certain items if they see them on sale or if they have a coupon. In another bid to stretch their budgets and shopping timelines, 17% indicate they are likely to start shopping for Thanksgiving items earlier than usual.

Cost is on consumers’ minds in a broader way, too. More than a quarter (28%) of shoppers expect to pay more for groceries this Thanksgiving but intend to purchase the same number of products. A segment of shoppers is particularly wary, as16% plan to buy less this year because they think prices are too high. That figure jumps to 22% for Gen Z and younger millennial consumers.

Learn more about other Thanksgiving trends for 2025.