In our newest shopper survey on Thanksgiving 2024, we surveyed shoppers to find out how they’re preparing for the big feast, digging into everything from how many people they’re feeding to where they’re shopping for their Thanksgiving essentials. Let’s explore these tasty Thanksgiving shopper insights!
Basting and Baking: Shoppers’ Thanksgiving Cooking Habits in 2024
It’s almost time for Thanksgiving dinner! How are shoppers getting their feast on the table? A hearty 71% will be cooking from scratch, though 16% are hosting a potluck—it’s always fun when everyone pitches in! Another 7% are purchasing a pre-prepared meal set to keep things easy and mess-free.
Where are these chefs finding their recipes? A whopping 57% of shoppers are using tried-and-true family recipes to make their meals. In our digital age, another 23% are sourcing recipes online, but a traditional 10% of folks are opening their cookbooks.
Gobble Gossip: CPG Shopper Insights for Thanksgiving 2024
Where are shoppers gathering around the table this year? 63% of shoppers will be celebrating at home with their immediate family, while 26% are heading to a friend or relative’s house to enjoy the festivities. For 6% of shoppers, the holiday comes with zero kitchen cleanup—they’ll be dining out at a restaurant.
As for the headcount, two-thirds of shoppers are serving between two to four (36%) or five to seven (30%) people. Another 14% are pulling out the extra chairs for big groups of eleven or more!
And when it comes to what’s taking center stage at the dinner table, 50% of shoppers are focused on the main course – they’re in it for the turkey. 32% of shoppers know that the side dishes are just as important to prioritize, with another 10% saving room for desserts to satisfy their sweet tooth.
But beyond the delicious Thanksgiving meal, what really warms our hearts is that 30% of shoppers report that, day of, they’re most excited to enjoy time with their family and friends.
Stuffing the Shopping Carts: Shopping Habits for Thanksgiving 2024
A feast this big requires some serious shopping! So, how far in advance are shoppers hitting the aisles? On either end of the spectrum, 11% of shoppers plan more than a month before, while 1% are last-minute shoppers. The majority, however, seem to find their groove about two weeks before the holiday (35%).
To purchase their Thanksgiving necessities, 63% of shoppers are headed to the grocery store, while 20% are hitting up their local Walmart. Another 9% of bulk buyers are shopping at their local club store to feed the masses. As for how much they expect to spend on their Thanksgiving festivities, 38% expect to shell out between $51-$100, 23% are prepping for bigger budgets in the $101-$150 range, and another 16% will spend over $150.
Prepare Your Brand for Thanksgiving with Breaktime Media
For more insights, statistics, and tips on engaging shoppers as they prepare for Thanksgiving, check out the full infographic below!