5 Key Shopper Insights for Thanksgiving 2025

Thanksgiving remains a reliably strong season: 92% of U.S. consumers say they plan to mark the holiday this year. That means that even in an economy under pressure, there’s a major opportunity for independents to connect with shoppers, but things are changing. The way people shop, what they buy, and how they decide matters more than ever.

IGA Red Oval Partner NielsenIQ recently released an analysis, Setting the Thanksgiving Table: How U.S. Consumers Will Celebrate, Spend, and Save for 2025, that dives into the key trends for this year's celebration and what they mean for independents. Keep reading for these insights.

1. Value pressure is real — and private label is rising

Consumers are feeling the wallet crunch, with 58% saying they are extremely concerned about food-price inflation. Because of that:

• 25% of shoppers plan to buy more private-label items.
• 65% are comfortable serving store/house-brand products at Thanksgiving; only 5% say they will prioritize name brands.

What independent grocers can do:

• Make sure your private-label or value lines are visible and available, especially in key holiday categories (turkey, sides, staples).
• Clearly label value offerings and position them as “great quality at a better price” rather than just “cheap.”
• Promote combos or bundles (e.g., turkey, stuffing mix, and cranberry sauce) that lock-in value for the shopper.

2. More shoppers plan to spend less (but some plan to spend more)

Among those planning to celebrate, 42% expect to spend more, 18% the same, and 40% less than last year. Millennials are the group most likely to plan on spending more.

What independent grocers can do:

• For value-conscious shoppers: highlight cost-savings, value lines, and accessibility.
• For those willing to spend more: offer premium items (specialty turkey, gourmet side dishes, local organic options) as an upsell.
• Use signage/communications to segment: “Budget smart for 8–10 people” vs. “Upgrade your table this year.”

3. Shopping is shifting: earlier + omnichannel + smarter

Consumers are planning ahead: 32% plan to shop early to avoid stress, crowds, and over-pricing. Also, shopping is increasingly omnichannel — both in-store and online paths matter.

What independent grocers can do:

• Promote early-shopping incentives (e.g., early-bird deals or special pick-up windows) to capture those 32%.
• If you have online ordering, curb-side, or pick-up options, push those as convenient tools. Even if you’re a smaller store, consider simple reservation/pick-up of key holiday items.
• Ensure enough stock for pre-holiday periods: shoppers who come early may expect full assortments.

4. The role of alcohol, treats and extras is shifting

NIQ’s insights show 25% of households plan to reduce or eliminate alcohol from their celebrations to save money. That opens up opportunity for non-alcoholic alternatives, desserts, premium snacks or simply fewer but higher-impact items.

What independent grocers can do:

• Stock and promote non-alcoholic premium beverages (sparkling juices, non-alcoholic cocktails) as alternatives.
• Feature higher-margin desserts or snack upgrade items: if shoppers cut back on alcohol, they may reallocate to something special in other categories.
• Create an “upgrade your table” zone with premium but affordable items that help shoppers treat themselves without overspending.

5. Independent grocers can shine on experience, service, and local connect

With economic pressures, big-box chains may compete on price, but independents have strengths: personalized service, local engagement, flexibility, and community trust.

What independent grocers can do:

• Leverage your local story: “We help you get Thanksgiving done, stress-free.”
• Use in-store signage and personal staff to guide value picks, bundles, and smart shopping for this year’s realities.
• Offer easy shopping services: reserving turkeys, pick-up slots, and side dish bundle options.
• Communicate early-shopping benefits (“Beat the rush,” “Secure your turkey now,” “Bundle for your size dinner”).
• Highlight store-brand/private-label quality: perhaps offer taste comparisons, in-store displays, or discounts for first-time buyers.

Thanksgiving 2025 presents both a challenge and an opportunity. Consumers are celebrating, but more of them are cost-aware, planning ahead, and seeking value. NielsenIQ’s data shows that private label is growing in comfort, that many shoppers are adjusting spend neither up nor wildly down, and that shopping behaviors are evolving. By responding with smart offers, local service, early-shopping incentives, and relevant bundles, independent grocers can retain loyal shoppers and capture new ones who are looking for value and convenience in this holiday period.