How will consumers celebrate Thanksgiving this year?
Most U.S. consumers plan to observe Thanksgiving and have some definite plans for the holiday, according to a new survey.
Market research data and tech company Numerator surveyed more than 5,000 U.S. consumers, finding 87% intend to celebrate Thanksgiving this year, with most planning their celebrations one to two weeks in advance (49%).
Roughly one-in-three (32%) respondents said they will spend between $100–$199 on their Thanksgiving items, while 31% said they will spend between $50–$99. Nearly half (48%) said they plan to spend the same as in 2023, while 28% say they plan to spend more.
Almost three-in-four (73%) respondents plan to buy Thanksgiving items at grocery stores, followed by big box stores like Walmart or Costco (49%) and liquor stores (20%).
By generation, surveyed boomers are more likely to say they will shop at grocery stores (78% vs. 73% of all consumers), while Gen Z respondents are 1.5 times more likely to say they will shop online (18% vs. 12%).
Food is the overwhelming top choice for Thanksgiving products, with 89% of respondents saying they will purchase food for the holiday. Non-alcoholic beverages (32%), alcoholic beverages (31%) and decorations (18%) followed.
Among respondents who plan to purchase alcoholic beverages for their celebrations, the top choices are wine (70%), beer (52%), and spirits (44%).
[READ MORE: Thanksgiving costs to increase nearly 20%, according to report]
Other findings
- Seven-in-10 respondents said they will gather with family and friends, with other popular activities (more than one answer accepted) including cook or bake at home (55%), decorate their home (27%), host others at their home (26%), and travel (14%).
- Gen Z respondents are more likely to travel for the holiday (17% vs. 14% of all consumers), go out to eat (9% vs 7%), go out for drinks (7% vs. 3%), and attend a public celebration (6% vs. 3%). They are also more than twice as likely to say they will order food for takeout or delivery (13% vs. 6%).
Numerator’s "Q4 2024 Holiday Preview" survey was fielded to 5,347 consumers in September 2024 and highlights consumers’ celebration, shopping and spending plans for five key holidays occurring in October, November and December 2024. Over 1,000 shoppers shared details of their Thanksgiving plans.
