The Plan: Balancing Tradition with New Realities
Thanksgiving 2025 highlights the balance consumers are trying to strike between tradition and new realities. Families remain deeply committed to celebrating the holiday, but they are making pragmatic tradeoffs in how they shop and what they serve. Inflation pressures, economic divides, and the rise of Private Label all point to value as a central driver, while AI planning, generational preferences, and social media influence reflect a more modern twist.
For retailers and brands, the lesson is clear: winning Thanksgiving requires more than offering holiday staples. It requires anticipating tradeoffs, supporting consumers with both inspiration and value, and meeting them where they are—whether in-store, online, or on their social feeds.
Thanksgiving isn’t just a holiday. It’s a preview of the season to come. Brands that can balance tradition with innovation, and affordability with aspiration, will not only capture share of basket but also strengthen consumer trust heading into the rest of the holidays.
