Each year, as Thanksgiving approaches, consumers’ thoughts naturally turn to food, family and friends.
But amid continued economic pressures, and with the holidays looming, a massive helping of stress will also be on the menu, according to the Advantage Outlook survey and insights from Advantage Unified Commerce (AUC), a division of Advantage Solutions. Six out of 10 Thanksgiving hosts report moderate to high levels of stress — especially those ages 25-34, many of whom are first-time hosts.
“Retailers and brands have an opportunity to make a difference this season,” says Jason Katz, vice president of strategic planning for AUC. “Shoppers are looking for more than just products — they’re looking for relief.”
Inflation Squeezes Budgets, Boosts Bulk Buys
The top source of stress this year? Inflation.
About three-quarters of consumers say inflation is driving up their Thanksgiving expenses — and more than half are planning to buy less, even as they spend more. Notably, 64% of shoppers aged 50-64 say inflation will affect their holiday spending.
In response, 59% of hosts are considering bulk buying and splitting items with friends or family — a novel shift in holiday shopping behavior.
Retailers can ease pressure with curated meal bundles, early-bird specials and trustworthy national brands.
Digital Tools Can Deliver a Better Experience
Online shopping continues to gain ground, particularly via mobile.
“Mobile shopping is set to surpass desktop,” Katz says, “with more than 53% of online sales now happening on mobile devices.”
Smart retailers are prioritizing their apps and digital platforms to meet consumers where they are — on their phones, on the go, and short on time.
Let’s Talk Turkey … and Salad?
So what are stressed-out shoppers actually buying?
According to the Advantage Outlook data, plant-based meats, dairy-free desserts, and vegetable-forward sides are growing in popularity, reflecting a shift toward more health-conscious celebrations. One surprising stat: more than two-thirds of shoppers say salad is a Thanksgiving must-have.
Also on the rise: globally inspired dishes with spices like harissa, gochujang and sumac, as home cooks seek to refresh traditional favorites with bold new flavors.
Convenience Still Rules the Table
While culinary creativity is trending, convenience remains king. Consumers are gravitating toward:
- Heat-and-eat options
- Pre-marinated turkeys and meats
- Fully prepared sides and gourmet desserts
- Digital ordering and home delivery
Katz adds: “Everyone loves Thanksgiving, but it’s a stressful time. The more that brands and retailers can do to reduce friction and provide support, the better the shopping experience will be.”
What It Means for Brands and Retailers
The data is clear: Economic pressures, evolving tastes and digital adoption are reshaping the Thanksgiving retail landscape. Brands and retailers must respond with:
- Value-forward promotions
- Sustainable and health-conscious product offerings
- Mobile-first digital experiences
- Convenience-driven bundling and delivery options
“These consumer and retail trends highlight a new kind of Thanksgiving — one that blends tradition with innovation, and celebration with strategy,” Katz says.
