Thanksgiving Celebrations Evolving, Study Finds

When it comes to Thanksgiving celebrations, it’s a matter of traditions meeting tradeoffs, according to findings within a new survey on 2025 holiday spending trends by NielsenIQ.

“While nearly every U.S. household will celebrate Thanksgiving, the ways people prepare, shop and serve the holiday table are evolving,” the study notes. “Younger hosts are embracing shortcuts and AI planning, while older generations hold to homemade traditions. For brands and retailers, the Thanksgiving holiday is a unique indicator of consumer behavior throughout the entire holiday season.”

When it comes to Thanksgiving celebrations this Nov. 27, the following trends are evident, NielsenIQ finds:

• Pocketbooks are feeling strained. Lower-income households are finding ways to cut back, with 58% of consumers indicating extreme concern about food price inflation (+3 points since January).
• To manage costs, 25% of shoppers plan to buy more private label items, and 65% are comfortable serving them; only 5% will prioritize name brands.
• 25% of households plan to reduce or eliminate alcohol from their celebrations to save money, creating opportunities for non-alcoholic alternatives.

Click here for more from the survey.