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Thanksgiving Outlook

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Joan Driggs

Vice President of Content and Thought Leadership

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...

  • Writer: Joan Driggs
    Joan Driggs
  • Nov 19, 2024
  • 1 min read

Updated: 2 days ago

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. 




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About the author

Joan Driggs is vice president, content and thought leadership for Circana’s CPG/Foodservice team. Her thought leadership serves as a foundation from which Circana teams develop innovative, holistic solutions for clients. This work is frequently showcased during top-to-top client meetings, industry conferences, and webinars. Leading media outlets often cite Driggs’ CPG expertise, and it is integrated into wide-ranging academic and custom studies. Her motto: Make the shopper the hero.

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