Higher food prices combined with elevated COVID-19 concerns won’t stop U.S. consumers from celebrating the Thanksgiving holiday, although they plan to get creative to manage costs, according to the 2022 Thanksgiving Outlook Report from Butterball.
“While people are eager to gather with friends and loved ones this Thanksgiving, we are seeing external factors like inflation that will influence the way people celebrate,” said Rebecca Welch, director of retail brand marketing at Butterball.
“We also see celebrators planning to get creative with ways to cut costs that won’t compromise a memorable Thanksgiving.”
The report surveyed 1,005 U.S. adults between July 6-7, 2022.
Where inflation will impact consumer spending
Inflation had a major impact on consumer spending in 2022, which in turn affected consumer demand for poultry products and food. In addition, the resurgence of highly pathogenic avian influenza (HPAI) in turkey flocks will continue to limit supply in the U.S., further driving up prices.
Nearly half (44%) of the survey respondents revealed concerns about rising prices, particularly at the grocery store (87%) or gas pump (75%).
Despite this, the report indicated that consumers still plan to celebrate the holiday (90%) with the same size guest list and a turkey that is the same size or larger than in 2021 (90%). Instead, they planned to save money by shopping for deals for parts of the whole meal (55%), economizing with the sides they prepare (32%), cooking more from scratch (24%), looking for ways to make the meal less formal (20%) or by asking guests to bring a side (15%).
When compared to respondent recollection of 2021, the report reveals a 4% increase in those hosting for the first time and a 4% decrease in those not planning to celebrate.
The Butterball Turkey Talk-Line, designed to support consumers in all of their Thanksgiving needs, will open Tuesday, November 1. Experts will be avail able through phone, text, online chat or Alexa.
“We know people want to celebrate with a turkey at the center of the table, and as always, the Butterball Turkey Talk-Line is here to share its 41 years of Thanksgiving expertise,” Welch added.
