Thanksgiving is right around the corner and, according to new insights from NielsenIQ, this holiday season will see consumers prioritizing quality, value and connection due to an uncertain economic climate.
“Our data continues to show that uncertainty is a running theme in 2025, and it’s reflected in how consumers are celebrating the holidays with a sense of tradition while fitting into their budgets and lifestyles,” Rachel Bonsignore, VP of NIQ Consumer Life, said in a press release.
“Our goal is to equip retailers with actionable intelligence, from pricing to inventory to omnichannel experiences, that help them capture market share in what’s shaping up to be a highly competitive season,” she added.
Shopping Habits Evolve
Consumers still plan on celebrating Thanksgiving, but they’re finding new ways to cut back on stress while saving. Fifty-eight percent of consumers indicate that they’re concerned about price inflation.
One way that many plan on saving is by buying more private label items. Other consumers are cutting back by eliminating alcohol at their celebrations.
This year, it’s all about starting early and treating yourself along the way. NIQ’s Consumer Outlook found over half of consumers (54%) plan on buying themselves something special for the holidays and nearly half (47%) plan on finishing their holiday shopping well in advance.
Consumers plan on splitting the shopping between online and in-store, and the top categories include clothing and accessories (76%), entertainment (50%), and self-care (48%).
Most consumers will take advantage of Black Friday and Cyber Monday deals, but Gen Z and Millennials specifically plan on taking advantage of the discounts. When it comes to paying for gifts, 15% of households plan to use Buy Now, Pay Later services and 18% are considering it.
Food Industry Reacts
“Everyone wants that big, memorable Thanksgiving, and it doesn’t have to come with a big price tag. Focus on sharing one or two standout dishes that pair well with turkey instead of trying to do it all,” Alexander Coole, Buca di Beppo’s culinary leader, told The Food Institute.
This year, Buca’s signature Thanksgiving Feast allows consumers to enjoy Thanksgiving at home or in the restaurants while saving money and stress of cooking, allowing the focus to remain on what really matters — spending time with loved ones.
Michele DiPietro, a chef and cookbook author with over 20 years in the food industry, expects people to get creative with recipes this holiday season.
“The professional chef in me generally likes to infuse some innovation to holiday classics and/or try new dishes each year for Thanksgiving at home,” she said.
However, with higher prices overall, working more than usual and general stresses of life increased, DiPietro added that she’s craving nostalgia more this year than ever. So, this year, the chef plans to celebrate with the classic holiday dishes of Gen X adolescence and Italian-American upbringing – such as roast turkey with herb butter and baked ziti.
“I love to create something new and unexpected for my guests,” DePietro noted.
Food for Thought Leadership
Is the future of flavor increasingly borderless? Valda Coryat, vice president of marketing for condiments and sauces at McCormick, reveals how curiosity powers McCormick’s flavor foresight, why segmentation by “flavor personality” matters, and how flavors are becoming more culturally driven.
