In the 2026 Butterball Togetherness Report™, holiday edition, we surveyed potential holiday hosts and guests about their plans and expectations for Thanksgiving.
Butterball is committed to regularly asking consumers their thoughts, feelings and plans when it comes to grocery shopping, meal planning, prepping and execution. We want to know how turkey can provide everyday solutions to meal challenges while also serving as a key ingredient for special shared meals, from social gatherings to holiday celebrations.
Butterball’s valuable insights demonstrate our turkey expertise, by identifying trends, solving problems and providing solutions that benefit customers and consumers. We value the power of research and invite you to explore our findings.
Key Findings
69%
of consumers want to protect their Thanksgiving traditions
Higher costs aren’t changing how people plan to celebrate.
*2026 Thanksgiving Outlook
84%
of Thanksgiving hosts plan to serve turkey this year.
Turkey remains the centerpiece, with nearly half going frozen and 1 in 5 planning to purchase a fresh turkey.
*2026 Thanksgiving Outlook
45%
say turkey is their favorite part of the Thanksgiving meal.
Other favorites include stuffing (42%) and pie (29%).
*2026 Thanksgiving Outlook
1 in 3 hosts
are hesitant to ask guests for help during Thanksgiving.
Post-dinner clean up is where hosts want the most help.
*2026 Thanksgiving Outlook
85%
of people plan to celebrate Thanksgiving this year.
People are looking forward to spending time with family.
*2026 Thanksgiving Outlook
Butterball Togetherness Report
Download our reports to explore actionable insights about shopper behaviors and solutions for retailers to implement to drive more moments of togetherness.
