Key Highlights
- 39% of Americans consider Thanksgiving ‘very’ important, up slightly from the previous year.
- The majority plan to celebrate with immediate family or a smaller group than usual.
- Grocery delivery services see an increase in interest among those planning smaller gatherings.
- From-scratch cooking is still popular but showing a slight decline compared to last year.
Thanksgiving 2025: A Time for Closer Bonds and Smaller Gatherings
The holiday season, marked by the annual celebration of Thanksgiving, has just one month until its arrival. According to CivicScience, a company that engages directly with consumers through over one million survey responses daily, this year’s Thanksgiving celebrations will look different from those in previous years. A significant number of Americans are planning smaller gatherings, with immediate family being the most common group for celebration.
Smaller Gatherings and Family Focus
Americans are preparing for a more intimate Thanksgiving experience, with 37% of respondents indicating they plan to celebrate only with their immediate family. Additionally, 33% expect to have a smaller gathering than usual, while just 21% will host a large group as in previous years. This trend has been noted since last year, where the percentage of celebrators planning larger gatherings decreased by six points.
Meal Preparation and Grocery Shopping
When it comes to meal preparation, from-scratch cooking remains popular but is showing signs of decline. Only 42% of respondents plan to make everything themselves, down from 46% in the previous year. However, the use of grocery delivery services could support this trend as 25% say they are more likely to use these services for their Thanksgiving meal-prep needs.
For those who still prefer to cook from scratch, popular items on shopping lists include turkeys and other meat entrees (65%), fresh produce (58%), and canned and frozen items (40%). Interestingly, the purchase of plant-based meat alternatives has increased by five points compared to last year.
Timing and Takeout
Grocery stores are expected to be busy during the week leading up to Thanksgiving. The majority of shoppers plan to shop one week before the holiday (37%), while those who shop more than a week in advance or just a few days before are equally divided at 26% each. To avoid last-minute rushes, some Americans may opt for takeout on Thanksgiving Eve, with Gen Z leading this trend.
Popular Dishes and Desserts
The traditional side dishes of stuffing (30%) and mashed potatoes and gravy (27%) remain popular choices for Thanksgiving tables. Sweet potatoes narrowly edge out mac and cheese in third place at 13%. Pumpkin pie stands as the most favored dessert, with apple pie coming in second, and pecan pie third.
Despite the smaller gatherings, Americans are still planning to savor their favorite holiday dishes.
The business of grocery shopping and meal preparation is expected to be robust leading up to Thanksgiving Day, keeping both retailers and consumers busy.
As the holiday season approaches, businesses must adapt to changing consumer behaviors, particularly in areas such as meal prep and delivery services. Understanding these trends can help companies tailor their strategies for a successful Thanksgiving season ahead.
