Thanksgiving 2025 is shaping up to be a holiday of smart choices. Americans will have leaner budgets, yet they still have an unwavering will to spend time with loved ones.
While wallets are tightening, Thanksgiving travel bookings are up year over year as Americans are determined to reconnect in person. This holiday is not about doing less, but doing it differently.
Smaller Feasts And Smarter Choices
88% of Americans plan to celebrate with a meal at home, though many will do so on tighter budgets. Thanksgiving dinners will be more intentional, less wasteful, and more cost-conscious than before.
NielsenIQ’s Thanksgiving Consumers 2025 report shows that inflation continues to shape grocery decisions. Over half of the shoppers (58%) report feeling price pressure, and 91% are ready to make adjustments.
To manage costs, 25% plan to buy more private-label brands, and 31% expect to choose them over name brands.
All in all, 65% of consumers say they are happy to serve private-label foods at their Thanksgiving table, while only 5% will prioritize name brands.
This year, financial planning starts early, too. 32% of households say they will shop sooner than usual to spread expenses, and 15% intend to use Buy Now Pay Later programs (another 18% are considering it).
At the same time, frugality is reshaping the menu as one in four households (25 %) plan to save money by cutting or eliminating alcohol purchases.
Meat is non-negotiable. 73% are ready to spend more on meat, and 47% say turkey is a must-have even if prices climb. But sides are another story. Canned beans may replace fresh produce, or desserts like pumpkin or apple pie, along with classic sides such as mashed potatoes, are less critical.
Will Hamburger Helper, boxed mac and cheese, and frozen dinners replace home-cooked meals? Maybe not. 31% of Americans say they would rather cut costs by hosting a smaller gathering or skipping non-essentials like flowers and decorations.
Travel Still Takes Flight
Even as consumers trim budgets, travel remains resilient. Allianz Partners reports that Thanksgiving travel is rising again this year, with 82% of itineraries booked for domestic destinations and 18% for international trips.
41% have already secured their booking 1 to 3 months in advance, and another 31% have done so 4 to 6 months in advance.
Nearly two-thirds of travelers are heading to visit family, while a quarter are seeking rest.
New York City holds its title as America’s top Thanksgiving destination for the fifth year running, followed by Seattle, Phoenix, Atlanta, and Dallas.
Thanksgiving weekend 2025 is set to be one of the busiest for U.S.–Canada travel, and the Canada Border Services Agency (CBSA) is urging travelers to plan ahead.
Warm-weather favorites like Miami, Los Angeles, and Orlando continue to attract travelers eager to trade sweaters for sunshine.
Internationally, Mexico dominates the list once again with Cancun, San Jose del Cabo, and Puerto Vallarta topping the rankings. London and Paris this year are only No. 4 and No.6.
Budget awareness is still evident. More than a third of travelers plan to spend $1,000 or less on their trips. Many will stay with relatives to offset lodging costs.
“Americans are once again making Thanksgiving travel a priority, but they’re also becoming savvier about how they plan,” said Emily Hartman, general manager at Allianz Partners USA.
Spirit Airlines’ data mirrors this trend. The company’s top-searched Thanksgiving destinations include Orlando, Fort Lauderdale, Las Vegas, Houston, Detroit, and Atlanta.
A More Intentional Holiday Season
During Thanksgiving, Americans are embracing smaller celebrations, closer destinations, and smarter spending without losing the true spirit of the holiday.
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