Nils-Gerrit Wunsch
Research expert covering foods trends in North America, Europe, and the global food system
During the cold days of the year, American families gather around to celebrate the holidays. Traditionally, dinner is at the center of both Thanksgiving and Christmas. Thanksgiving already had a long history before it became a national holiday in 1863. For 17 years, author Sarah Josepha Hale had advocated for Thanksgiving to be recognized as a national holiday before President Lincoln realized her wishes. This year, approximately 81 percent of U.S. adults intend to have a home-cooked holiday dinner. The younger generations do not only plan to participate but increasingly make dinner themselves. Among Millennials, 88.9 percent intend to cook a holiday dinner, and so does the majority of Generation Z.
Dinner in the shadow of inflation
Thanksgiving hosts have to deal with significant inflation this year, making the beloved tradition an expensive undertaking. The cost of a full Thanksgiving dinner for ten people was stable at around 50 U.S. dollars from 2011 to 2019. In 2020, it dipped down a bit as the country weathered the pandemic. For 2021 and 2022, the combined price hike amounts to over 15 dollars compared to 2019’s pre-pandemic levels. The cost of a whole 16-lb turkey has gone up since 2018 and is expected to reach nearly 25 U.S. dollars. Cost increases affect not only turkey but also other dinner components. Fresh cranberries have increased in price from 2020 to 2022 by 22 percent. Russet potatoes, ham, and pie shells have seen even larger price increases during that time. In response, consumers are looking for cheaper options to save money. Close to three-quarters of turkey shoppers are looking for a turkey on sale. Purchasing store-brand turkey, a smaller bird, parts of the bird, or using coupons are some other ways in which consumers accommodate for higher prices.What Americans like to see on the dinner table
Mashed potatoes and stuffing are the most prominent side dishes that accompany the Thanksgiving turkey. As with Thanksgiving, most U.S. consumers also view a bird as essential for Christmas dinner. Chicken is seen as an essential entrée by close to 60 percent of Americans. After the main course, Americans love to see apple pie for dessert. Well ahead of chocolate chip cookies and fruitcake, 46.3 percent of U.S. adults consider apple pie to be an essential dessert. Apple pie scores similarly well on Thanksgiving. However, pumpkin pie beats apple pie on Thanksgiving, with 55.8 percent viewing it as a crucial element.
