(BPT) - New research from Empower reveals how Americans are adjusting to inflation, tariffs, and shifting traditions around the holiday table. Cost is on the menu as nearly 7 in 10 Americans (68%) say Thanksgiving will be more expensive due to tariffs and inflation. Two-thirds (66%) expect their grocery bill will rise compared to last year, with people expecting to spend an average of $137 on Thanksgiving dinner, with younger generations anticipating the highest costs (Gen Z $176; Millennials $169; Gen X $135; Boomers $90). More than a quarter plan on passing on Thanksgiving this year due to the expense (26% overall; 33% Millennials; 31% Gen Z), and 42% will host Thanksgiving this year, but a scaled-down version to save money (50% Millennials).
Half of people (48%) say the price of cooking spices like thyme and pepper has increased, so they'll be buying less or using them more sparingly to stretch ingredients (54% younger generations). With rising costs, some 57% think they are "getting priced out of my own kitchen" - with groceries too expensive to cook Thanksgiving at home.
The table is shifting too, with nearly half open to replacing turkey with less costly alternatives (47% overall; 56% Gen Z). For 38%, that means they'll swap the bird for roasted chicken to save money (48% Millennials). Others are reimagining the menu altogether: 30% are considering serving burgers, pizza or fast food instead of a traditional meal to keep costs in check, a trend pronounced among younger generations (38% vs. 23% older generations).
Still, 73% of Americans say that Thanksgiving dinner is worth every penny, and it's a holiday where they don't mind spending a little extra (70% overall; 79% Boomers). Half say hosting the holiday is one of the most important things they spend money on all year (56%).
The price of tradition
Seven in 10 say turkey prices climb every year, yet 52% feel pressured to serve one despite the cost. Still, close to a third (30%) say they'll pay the price tag, as turkey is the star of the Thanksgiving table.
Though more than half (52%) say rising food prices are making them rethink hosting altogether, a strong majority (76%) still want a sit-down dinner: 57% note that their parents and older generations insist on hosting. Families are adapting by budgeting carefully (63%) and sharing expenses to make the holiday more affordable (72%), while Friendsgiving is emerging as a new tradition for nearly 40% of Americans, especially Millennials (46%).
More than half (57%) say Thanksgiving is stressful because of grocery costs and preparation (64% of Gen Z) though, ultimately, 73% see Thanksgiving as an investment in family, connection, and lasting memories.
Budgeting for Thanksgiving
More than half (53%) of Americans say the Thanksgiving menu looks a lot different than it did in the past: 52% will look for pre-packaged "meal deal" bundles to stretch their dollars. A third (32%) say meat is too expensive, so they'll serve only appetizers and sides at the Thanksgiving table (41% Millennials). While 65% agree leftovers help justify the cost, 40% call them "overrated" and too expensive - they'd rather make less food to save money (47% Millennials).
Making trade-offs
- 53% say Thanksgiving travel is now too expensive
- 23% are cooking fewer side dishes or desserts
- 22% are buying smaller quantities
- 16% are planning smaller meals to cut down on leftovers and waste
- 16% are switching to store brands over name brands
- 15% are choosing cheaper cuts of meat or non-traditional proteins
- 1 in 10 say it's the year of the side dish and don't plan on serving a main protein
Conversations and etiquette
Money may be shaping Thanksgiving more than ever, but most Americans don't want to talk about it at the table.
- 66% say discussions about pay, raises, or bonuses should be off-limits
- 72% say talk of debt and bills doesn't belong at dinner
- 76% believe it's fine to politely steer conversations away from money
- 34% say they'd rather talk politics than money at the Thanksgiving table
- 52% say big purchases (homes, cars, vacations, etc.) are not appropriate discussion topics for the table (43% Gen Z)
- 70% say asking others about their holiday spending or budgets should be avoided (59% Gen Z)
Screen-free meals matter too: 74% want a no-screen-time rule at the table, even as AI is becoming a Thanksgiving assistant.
AI on the menu
- 35% plan to use AI to find grocery deals (47% of Millennials)
- 44% say AI shopping tools make Thanksgiving more affordable
- 32% will ask AI to design a menu within their budget
- 45% rely on AI to compare prices across stores
Beyond the meal
Thanksgiving also traditionally marks the start of the holiday shopping season, with 39% saying as soon as the Thanksgiving meal is over, they start shopping for holiday gifts (50% Millennials; 47% Gen Z; Boomers 23%).
- 62% say stores shouldn't open on Thanksgiving Day (Gen Z 50%; Millennials 58%; Gen X 67%; Boomers 70%)
- 41% consider Black Friday shopping a family tradition
- 43% say they plan their holiday budget around Black Friday or Cyber Monday deals
- 37% feel pressured to spend more than they should during Black Friday sales (46% Gen Z; 48% Millennials)
- 57% feel skipping Black Friday makes the holiday less stressful
- 65% now prefer shopping online during Black Friday instead of in stores
Meanwhile, most prefer watching the parade from home (75%) rather than spending money to see it in person. Forty-eight percent say they're more likely to purchase something if they saw an ad for it on Thanksgiving or during the holidays.
Visit The Currency™ to read Empower's full research study, "Table Stakes."
Methodology:
Empower's "Table Stakes" study is based on online survey responses from 2,200 Americans ages 18+ from September 3-4, 2025. The survey is weighted to be nationally representative of U.S. adults.
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