Thanksgiving Dinner Costs Are in the Headlines Again. Shoppers Want Help Staying on Budget

Each November, the American Farm Bureau Federation publishes its Thanksgiving dinner cost survey. Last year it put a dinner for ten at $55.18, down 5% from the year before, with a 16-pound frozen turkey averaging $21.50.

Whatever this year's figure turns out to be, the survey sets the benchmark shoppers carry into the store. Many will compare their own total against it.

A public cost benchmark changes how shoppers shop:

•      Shoppers watch the total, not just individual prices

•      Budget-conscious hosts look for ways to save without changing the menu

•      Retailers that show cost clearly earn attention

•      The meal is non-negotiable, so trust in value matters most

Current Grocery Trends

1. A Familiar Number Becomes a Yardstick

Shoppers use the headline cost as a reference point. If their basket looks high, they look for ways to bring it down.

2. Hosts Want Savings Without Sacrifice

Most hosts do not want to cut dishes. They want smarter choices on the same menu.

3. Price Comparison Happens Early

Many shoppers plan the meal and compare totals days before they buy.

Industry Trends Impacting the Grocery Market

1. Meal-Level Pricing Beats Item-Level Pricing

Showing the cost of a complete dinner is more useful than a page of separate prices.

2. Value Guidance Is Content, Not Only Discounts

Tips on portions, swaps, and prep that reduce waste help shoppers save in ways a coupon cannot.

3. Video Can Make Budget Planning Visual

This is where shoppable video helps, by walking a host through a full menu with the cost shown as ingredients are added. AI-generated video keeps that content current as prices change, and AI-generated images gives each dish a consistent, appealing look.

Challenges and Opportunities in Grocery

The challenge is that a cost headline can create anxiety. Shoppers want proof they are getting good value, not just a lower number.

The opportunity is to be the grocer who helps hosts feed everyone well within the budget they set.

Strategic Recommendations for Grocery Brands and Retailers

The first priority is offering complete holiday menus with a clear total cost.

The second is adding simple tips on portions and swaps that lower the total.

The third is keeping pricing and content current throughout the week of the holiday.

Looking Ahead

Cost surveys will keep shaping holiday expectations each year.

Grocers that help shoppers meet their own budget with confidence will stand out far more than those competing on a single price.

Want to help hosts feed everyone within budget? See how leading grocery brands are using video to make holiday value easy to see.

FAQ

What did the Farm Bureau's Thanksgiving survey find last year?

The 2025 survey put a dinner for ten at $55.18, down 5% from the previous year, with a 16-pound frozen turkey averaging $21.50.

Why do shoppers pay attention to the survey?

It gives a familiar benchmark they can compare their own basket against.

How can grocers help shoppers stay on budget?

By showing complete menu costs and offering portion and swap tips that reduce spending and waste.

How does video help with holiday budgeting?

It can walk shoppers through a full menu while showing costs, making planning more concrete.

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