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Home > Insights > Press Releases > New Circana Research Reveals 79% of Americans Will Celebrate Thanksgiving with Their Usual Traditions, but Many Will Look for Deals, Led by Gen Z and Younger Millennials
CHICAGO – Nov. 2, 2023 – Circana™, the leading advisor on the complexity of consumer behavior, today released its first Thanksgiving Tracker, offering vital insights into anticipated consumer behavior and purchasing trends for 2023 and looking back at similar trends from 2022. This comprehensive analysis will enable manufacturers, retailers and media organizations to make more informed decisions about merchandising and promotions to drive growth and profitability during the Thanksgiving season.
The week prior to and the week of Thanksgiving are critical sales drivers, although consumers also shop early for spot deals. While inflation of the Thanksgiving basket has eased to an increase of 1.7% since 2022, consumers are unlikely to notice, given the 27.4% jump in prices since 2019. Trends for 2023 revealed in the new Circana report include:
“Manufacturers and retailers have the opportunity to help consumers, many of whom continue to buy on deal, and celebrate Thanksgiving as they always have by understanding their specific needs and targeting promotions effectively,” said Joan Driggs, vice president, Content and Thought Leadership, Circana. “There is also significant value in gaining a complete view of consumers and their purchasing strategies, such as plans to source dishes from both home and retail as well as restaurant and foodservice.”
Thanksgiving provided an enormous $2.8 billion sales lift in 2022 compared to the average week, the second largest food holiday of the year, surpassed only by the Christmas sales lift of $6.2 billion. Additional trends that occurred in 2022 that Circana expects to continue this year include:
For more information and the full report, visit Thanksgiving Tracker .
Email: shelley.hughes@circana.com
312-731-1782