CivicScience engages directly with consumers, collecting over one million survey responses daily, to turn real-time insights into high-performing advertising campaigns. See how leading brands use CivicScience to drive campaign performance here.
Thanksgiving, the perennial celebration of gratitude and gluttony, is just one month away. With 39% of Americans indicating Thanksgiving is ‘very’ important to them—a figure that is up slightly from last year—and 82% of U.S. adults planning to celebrate, now is the time when families across the country will be making lists and getting ready for the big day.
So, what will celebrations look like this year, and how will they prepare? Here’s what consumers tell CivicScience:
Americans Plan for Fewer Seats at the Table This Year
When it comes to the size of the gathering, the largest percentage of respondents (37%) plan to celebrate only with their immediate family, while 33% plan to celebrate with a smaller group than usual, and just 21% will have a large gathering as usual. It’s worth noting that the share of celebrators planning to have a larger Thanksgiving gathering has decreased by six percentage points since 2024, while those celebrating with immediate family have increased by a similar four percentage points.
Those celebrating with immediate family skew slightly more female than male (39% vs 35%). Baby Boomers and middle-income earners also lead with plans for a more close-knit gathering. On the other end of the spectrum, Gen Z is the most likely to celebrate with a large group, outpacing all other age ranges by a minimum of seven percentage points. Given that high-income earners also lead in large Thanksgiving plans, it’s worth noting that the cost of food–the main focus of the day–could play a role in smaller gathering sizes.
Answer our Poll: How likely are you to travel during Thanksgiving this year?
From-Scratch Cooking Leads Narrowly, But Grocery Delivery Could Play A Supporting Role
One of the biggest tasks on the pre-Thanksgiving to-do list is ensuring that the food is ready to be enjoyed. Among those preparing food, 42% plan to make everything from scratch, down from 46% ahead of Thanksgiving 2024. This decrease is reflected in the increasing percentage of people who say they will opt to purchase a fully pre-made meal. Meanwhile, a similar percentage to last year says they will use a mix of homemade and purchased prepared items.
Which groceries top the list? Nearly two out of every three shoppers (65%) plan to purchase a turkey and/or other meat entree, while more than half (58%) will be stocking up on fresh produce. Canned and frozen items are the third most common items on shopping lists, with 40% adding these to their carts. While less common, 15% plan to purchase plant-based meat alternatives, which is up a notable five points from last year.
Of course, while grocery shopping can be outsourced all year round, ordering in at the holidays could make the process easier or more enjoyable. At least that may be the idea for the 25% of Thanksgiving shoppers who say they are ‘more’ likely to use grocery delivery services for their turkey day grocery haul this year compared to last year. Those who say they’re hosting a smaller group of family/friends are the most open to using grocery delivery to help them shop this year.
In terms of when Thanksgiving shoppers plan to shop for Thanksgiving meal-prep, the largest percentage (37%) will do so one week before. Those who plan to secure their groceries more than one week in advance and those who will be making their grocery run just a few days before turkey day are tied for second place (26%). Simply put–expect grocery stores to be busy whenever you–or your grocery delivery shopper–head out.
With so much cooking on the agenda, many Americans plan to take the night before off, as 44%, led by Gen Z, are at least ‘somewhat’ or ‘very likely’ to order takeout on Thanksgiving Eve.
Weigh In: Do you generally spend more or less money on Thanksgiving than other holidays?
Stuffing and Pumpkin Pie are Thanksgiving Standouts
Amid so much cooking, which foods stand out as Americans’ favorites? In terms of side dishes, stuffing takes the lead (30%), followed by mashed potatoes and gravy (27%). Sweet potatoes just beat out mac and cheese for third (13% vs 12%, respectively).
Of course, the sides are only the beginning. When it comes to saving room for dessert, a close look at a range of desserts reveals that the largest percentage of Americans prefer pumpkin pie. A slightly less seasonal classic, apple pie comes in second, and the pie with a pronunciation that is debated across the country, pecan pie, comes in third.
While Thanksgiving participation is steady this year, many Americans plan for a more intimate celebration. Despite smaller numbers, those preparing food still plan to throw down in the kitchen, making most items from scratch. As a result, anticipate busy grocery stores leading up to the day, and a potentially longer-than-average wait time for your favorite takeout the night before. Because regardless of who is seated around the table, this year’s Thanksgiving looks to be one to savor.
The holiday season is moving fast. Are you reaching high-value audiences?
