Table Stakes

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%).

Key findings

Holiday squeeze: 68% say Thanksgiving will be more expensive this year due to tariffs and inflation. Over 1 in 4 plan to pass on Thanksgiving because of costs (26% overall; 33% Millennials, 31% Gen Z). 42% will host a scaled down Thanksgiving to save money (50% Millennials).
Dinner bill: Americans expect 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).
Price of spice: 48% say rising spice costs mean they’ll buy less or use more sparingly. 57% feel they are “getting priced out of the kitchen” with groceries too expensive to cook at home.
Turkey trade-off: 38% will serve roasted chicken instead of turkey to save money (48% Millennials). 30% are considering burgers, pizza, or fast food instead of a traditional meal.
Worth every penny: 73% say Thanksgiving dinner is still worth the cost despite higher prices. Seven in 10 consider it an investment in family and memories (73%).
AI assistant: 35% plan to use AI to find grocery deals (47% Millennials); 44% say it makes the holiday more affordable.
Table talk: 34% say they’d rather talk politics than money at the Thanksgiving table. People think conversations about money like pay (66%), debt and bills (72%) should be off-limits.
Scrolling for deals: 74% say there should be a no-screen-time rule at the Thanksgiving table (56% Gen Z; 68% Millennials) though savers may be scrolling for deals: 65% prefer shopping online during Black Friday.
Friendsgiving rising: Nearly 2 in 5 say Friendsgiving is replacing traditional Thanksgiving (46% Millennials). 56% say hosting Thanksgiving is one of the most important things they spend money on all year.

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 & 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 debt and bills don’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). Over half (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. 48% say they’re more likely to purchase something if they saw an ad for it on Thanksgiving or during the holidays.

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.

Table Stakes Thanksgiving Research

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