With Thanksgiving less than two weeks away, Walmart, Target, Aldi and other grocers are competing for a place on holiday tables with turkey dinner deals and oth
Frozen whole turkey breast is displayed at a Walmart store in Milford, Conn., on Saturday, Nov. 16, 2024.
Target's version for four people costs $20, $5 less than the company's 2023 Thanksgiving meal, and includes a frozen turkey, stuffing mix and canned green beans and canned jellied cranberry sauce. Aldi's offers a frozen Butterball turkey with gravy mix as well as pumpkin ingredients for pumpkin pie and ingredients for side dishes like sweet potato casserole. The German-owned supermarket chain priced it for $47 and said that was less than it charged for the same items in 2019.
It's the occasion for the second-largest holiday meal for retailers behind the feasts that accompany the winter holidays. Compared with an average, Thanksgiving meal shopping delivered a $2.4 billion sales lift during the week before and after the holiday last year, market research firm Circana said. Shopping for Christmas, Hanukah and New Year's Day meals gave stores a $5.3 billion sales uplift compared with an average week, Circana said.
Consumers still aren't seeing discounts as deep as the ones grocers trotted out in pre-pandemic 2019, Driggs said. To attract customers, retailers therefore are creating strategies like meal bundles, which may "lessen the stress" for shoppers since they show the cost per person, she said. For the past two years, Walmart, Target and others have seen price-conscious shoppers shift more of their purchases to store label brands. In response, retailers have improved their selections or created new food lines brands.
The Agri-Food Institute's 10-person Thanksgiving menu includes turkey, stuffing, salad, cranberries, dinner rolls and pumpkin pie. Using all name-brand would cost $90 this year, 0.5% less than last year. Preparing the same meal with store-branded food would cost $73, or 2.7% more than a year ago.The latest government snapshot on inflation showed grocery prices rose just 0.1% from September to October and are up just 1.1% over the past year.
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