Thanksgiving is a cherished U.S. holiday. It’s also the second-largest food holiday of the year, and in 2023 it contributed $2.4 billion sales lift compared to the average week. This report explores purchasing trends and behaviors leading up to the fall holiday, celebrated on the fourth Thursday of November. 

Highlights:

• Promotions ramp up for Thanksgiving basket items in the run-up to the holiday. But the depth of discounts in 2023 was just a few percentage points higher than the average throughout the year. 

• Nearly 80% of the main Thanksgiving meal is completely homemade.

• 34% of respondents expect to pay more for Thanksgiving groceries but will purchase the same amount this year. 

• Fewer consumers (61%) report they’re celebrating the holiday in their own home, presenting an opportunity to promote gifts for the host. 

• Just 28% of respondents think it’s important to keep the same Thanksgiving traditions each year. Help consumers find ways to bring new ideas to the holiday.