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NEW YORK — Thanksgiving traditions are evolving as shoppers adapt to changing family dynamics, economic pressures, and cultural influences, according to the annual Acosta Group Thanksgiving Shopper Insights Study. The survey of 939 U.S. shoppers, conducted November 4-8, reveals how Americans are preparing for the holiday, from their menu selections to their shopping preferences.
Intimate Gatherings on the Rise
This year, Thanksgiving is skewing toward smaller, more intimate celebrations. Only one-third of respondents plan to host gatherings of 10 or more people, while 20% expect to attend two or more smaller celebrations, reflecting a trend toward multiple, scaled-down events.
Cultural Traditions Shine
Diverse culinary traditions are enriching the Thanksgiving table. One in three shoppers plans to include dishes inspired by family or cultural heritage. Examples include Portuguese-style appetizers and sides from Gen X hosts and African delicacies introduced by Millennial families. These cultural touches highlight the holiday's ability to adapt and reflect the unique backgrounds of its celebrants.
Spending Patterns: Hosts vs. Guests
Budget considerations are also shaping Thanksgiving plans. Half of Thanksgiving hosts anticipate spending over $100 on their holiday meals, while most guests will contribute under $50, often bringing side dishes and desserts to share.
Generational Shopping Preferences
Shopping habits vary across generations, with Millennials and Gen Z favoring both traditional grocery stores (73%) and mass merchandisers (70%) for their holiday needs. These groups also display a preference for specialty retailers like Whole Foods and Trader Joe’s, reflecting a taste for premium or niche items. Notably, two-thirds of these households include children under 18, driving demand for kid-friendly menu staples like mac-n-cheese, sweet potatoes, and chicken.
Digital Convenience Grows
The shift toward digital convenience is evident, particularly among Hispanic shoppers. According to the study, 25% of Hispanic respondents will shop for Thanksgiving using retailer apps or websites, and 19% plan to use online-only retailers such as Amazon. This aligns with findings from the Acosta Group's November Hispanic Shopper Survey, which highlighted higher online shopping engagement among Hispanic consumers compared to non-Hispanics.
