{"id":2577,"date":"2024-10-10T00:00:00","date_gmt":"2024-10-10T00:00:00","guid":{"rendered":"\/advantage-360\/advantage-thanksgiving-shopper-survey\/"},"modified":"2025-10-29T16:30:59","modified_gmt":"2025-10-29T16:30:59","slug":"advantage-thanksgiving-shopper-survey","status":"publish","type":"advantage360-reports","link":"https:\/\/youradv.com\/advantage360\/advantage-thanksgiving-shopper-survey\/","title":{"rendered":"This Thanksgiving, stressed-out shoppers seek deals, with a side of convenience"},"content":{"rendered":"

Each year, as Thanksgiving approaches, consumers\u2019 thoughts naturally turn to food, family and friends.<\/p>\n

But amid continued economic pressures, and with the holidays looming, a massive helping of stress will also be on the menu, according to the Advantage Outlook survey and insights from Advantage Unified Commerce (AUC), a division of Advantage Solutions. Six out of 10 Thanksgiving hosts report moderate to high levels of stress \u2014 especially those ages 25-34, many of whom are first-time hosts.<\/p>\n

\u201cRetailers and brands have an opportunity to make a difference this season,\u201d says Jason Katz, vice president of strategic planning for AUC. \u201cShoppers are looking for more than just products \u2014 they\u2019re looking for relief.\u201d<\/p>\n

Inflation Squeezes Budgets, Boosts Bulk Buys<\/h2>\n

The top source of stress this year? Inflation.<\/p>\n

About three-quarters of consumers say inflation is driving up their Thanksgiving expenses \u2014 and more than half are planning to buy less, even as they spend more. Notably, 64% of shoppers aged 50-64 say inflation will affect their holiday spending.<\/p>\n

In response, 59% of hosts are considering bulk buying and splitting items with friends or family \u2014 a novel shift in holiday shopping behavior.<\/p>\n

Retailers can ease pressure with curated meal bundles, early-bird specials and trustworthy national brands.<\/p>\n

Digital Tools Can Deliver a Better Experience<\/h2>\n

Online shopping continues to gain ground, particularly via mobile.<\/p>\n

\u201cMobile shopping is set to surpass desktop,\u201d Katz says, \u201cwith more than 53% of online sales now happening on mobile devices.\u201d<\/p>\n

Smart retailers are prioritizing their apps and digital platforms to meet consumers where they are \u2014 on their phones, on the go, and short on time.<\/p>\n

Let\u2019s Talk Turkey \u2026 and Salad?<\/h2>\n

So what are stressed-out shoppers actually buying?<\/p>\n

According to the Advantage Outlook data, plant-based meats, dairy-free desserts, and vegetable-forward sides are growing in popularity, reflecting a shift toward more health-conscious celebrations. One surprising stat: more than two-thirds of shoppers say salad is a Thanksgiving must-have.<\/p>\n

Also on the rise: globally inspired dishes with spices like harissa, gochujang and sumac, as home cooks seek to refresh traditional favorites with bold new flavors.<\/p>\n

Convenience Still Rules the Table<\/h2>\n

While culinary creativity is trending, convenience remains king. Consumers are gravitating toward:<\/p>\n