Almost 90% of Consumers Plan to Celebrate Thanksgiving

As Thanksgiving 2024 approaches, nearly nine out of ten consumers are planning to celebrate, according to a new survey from Numerator. The survey, which included 5,347 respondents, highlights key trends in spending, shopping habits, and favorite brands for the holiday.

Celebration Plans & Spending

• 87% of Consumers plan to celebrate Thanksgiving this year, with a notable quarter intending to spend more than in 2023.
• Spending Breakdown:
  • 32% of shoppers will spend between $100–$199 on Thanksgiving-related items.
  • 31% plan to spend $50–$99.
  • 48% intend to spend the same amount as last year, while 28% are budgeting more.
• Celebration Preparation:
  • 49% of respondents will start planning 1-2 weeks in advance.
  • 70% plan gatherings with friends and family.
  • 55% will cook at home, and 26% will host a Thanksgiving dinner.

Top Purchases

• Food: 89% will be buying food for the holiday.
• Beverages: 32% plan to buy beverages, and 31% will purchase alcohol.
• Decorations: 18% will buy Thanksgiving decorations.
• Alcohol Preferences:
  • Wine: 70% of shoppers will purchase wine.
  • Beer: 52% are opting for beer.
  • Spirits: 44% are planning to buy spirits.

Shopping Channels

• Traditional grocery stores are expected to see the highest share of spending, with 73% of consumers planning to shop there.
• Big box stores like Walmart and Costco are popular as well, with 49% of respondents planning to buy their Thanksgiving items at these stores.
• Liquor stores are expected to see 20% of holiday shoppers.

Brands to Watch

Certain brands are expected to see significant sales boosts this year, including:

• Stove Top: 4.7x increase
• Cool Whip: 4.1x increase
• French’s: 3.4x increase
• Jiffy: 3.4x increase
• Butterball: 2.9x increase
• Reddi-Whip: 2.9x increase
• Carnation: 2.8x increase
• Ocean Spray: 2.7x increase
• King’s Hawaiian: 2.5x increase
• Martha White: 2.5x increase

These insights indicate a strong focus on traditional foods, beverages, and popular holiday brands for Thanksgiving 2024.