In a recent Butterball-commissioned study, it has been revealed that U.S. consumers are gearing up to celebrate Thanksgiving with the traditional turkey feast as the focal point. While inflation concerns loom, the holiday spirit remains resilient, with 82% of respondents determined to serve turkey on their tables.
Butterball, in collaboration with Circana, conducted an online survey among a nationally representative sample of 1,838 U.S. adults between July 3 and 14. The findings shed light on various aspects of Thanksgiving celebrations:
- Thanksgiving Togetherness Prevails:
- A remarkable 89% of respondents plan to host or attend celebrations of the same size or even larger than in previous years, signaling a return to pre-pandemic normalcy.
- The average expected celebration size is nine people, echoing pre-pandemic figures.
- For 83% of those planning to celebrate Thanksgiving, the holiday is synonymous with family, while 74% associate it with togetherness.
- Turkey Still the Beloved Centerpiece:
- Turkey maintains its reign as the quintessential Thanksgiving dish, with stuffing, pie, and potatoes following in popularity.
- An impressive 79% of individuals intending to serve turkey plan to purchase a whole turkey, be it fresh or frozen.
- A resounding 81% of hosts aim to buy turkeys of the same size or even larger this year.
- Cost-Effective Celebration Strategies:
- In light of rising costs, consumers are devising ways to manage their Thanksgiving budgets:
- 29% will request that guests contribute part of the meal.
- 16% plan to ask guests to share the expense of the feast.
- 14% intend to host less formal gatherings to cut expenses.
- In light of rising costs, consumers are devising ways to manage their Thanksgiving budgets:
Chad McFadden, Senior Retail Brand Manager at Butterball, shared his perspective on the findings, stating, “While inflation remains a concern, it is heartening to witness consumers’ unwavering commitment to reuniting with loved ones during this holiday season, particularly around the beloved tradition of enjoying turkey. We are proud to continue playing a role in bringing people together and spreading love during this festive time of year.”
In summary, despite inflationary pressures, Americans are poised to celebrate Thanksgiving with a renewed sense of togetherness, embracing their cherished turkey-centric feasts and finding innovative ways to ensure a memorable holiday without breaking the bank.
