Retailers Trim Thanksgiving Meals to Keep Prices Low
Grocery chains like Walmart, Target, and Aldi are promoting their Thanksgiving meal deals as more affordable than ever. However, behind the scenes, these retailers have made significant changes to their offerings to maintain lower prices.
Walmart claims its Thanksgiving basket now costs less than $40 and can feed ten people, a drop from roughly $56 last year. This reduction comes with a smaller selection of items—22 this year compared to 29 in 2024. The basket now includes more of Walmart’s own Great Value products instead of national brands. Last year’s version featured both russet and sweet potatoes, a pre-made pecan pie, and two cans of mushroom soup. This year, the pecan pie is gone, sweet potatoes are not included, and the soup cans have been reduced in number.
Other items like miniature marshmallows, corn muffin mix, and fresh onions and celery have also been removed. Instead of pricier cranberry sauce, shoppers will find fresh cranberries. These changes reflect a broader trend among retailers to scale back their menus and focus on cost-effective private-label products.
Aldi and Target have followed similar strategies, trimming their menus and relying heavily on their own brand products to keep prices low. This approach aligns with the growing preference for store-brand items among American consumers. A NielsenIQ survey found that 58 percent of Americans are deeply worried about food prices, while 31 percent say they now prefer cheaper store brands.
Food costs rose by 2.7 percent in September compared to a year earlier, according to federal data, and consumer confidence has dropped to its lowest level in three and a half years. Stew Leonard Jr., CEO of the Connecticut grocery chain that bears his name, noted that many customers are looking for ways to save money on food. He recommends exploring private-label options as one effective strategy.
Aldi, known for its discount approach, is offering a $40 Thanksgiving spread for ten people, down from $47 last year. The German chain swapped out Butterball turkeys for cheaper Jennie-O birds, saving about 30 cents per pound. Butterball is still available for 97 cents a pound for those willing to pay extra. Aldi also replaced a single pie crust with a frozen two-pack and reduced the prices of carrots, potatoes, and onions.
Target’s seven-item Thanksgiving kit has also become more budget-friendly, swapping name brands like Del Monte and Campbell’s for its own private labels. The Minneapolis-based retailer says its kit for four people costs under $20, which is about the same as last year and down from $25 in 2023. A Target spokesperson mentioned that the lineup can vary depending on customer preferences or what is in stock, and most shoppers wait until the final week before Thanksgiving to purchase their ingredients.
These changes highlight the ongoing challenge retailers face in balancing affordability with customer expectations. As shoppers continue to prioritize cost savings, the trend toward private-label products and scaled-back meal kits is likely to persist.