As Thanksgiving gets closer, Americans are faced with a mix of anticipation and uncertainty. Economic challenges linger, as consumer confidence dipped again in October (MCSI). But despite the economic gloom, there’s a little festive spark in the air: 34% of Americans say they’re looking forward to the holiday.
Drawing on real-time OnePulse data, we checked in on 1000 Americans to see how they’re feeling about Thanksgiving: their excitement levels, plans, budgeting for the big day, and even a slice of turkey drama. We also asked how they’re approaching the Black Friday sales that follow. Whether you’re in consumer insights, marketing, or retail, we’ve stuffed this report with everything you need to know about the mood this Thanksgiving.
How are Americans feeling about Thanksgiving 2025?
The mood’s a little… mixed. Half of Americans are feeling neutral about the Thanksgiving holiday. They’ll probably join in on the turkey and traditions, but no confetti and definitely no gravy dance.
That said, some people are really looking forward to it. 35% say they’re genuinely looking forward to celebrating. In fact, a quarter are feeling even more excited than they did last year.
On the flip side, 16% feel either overwhelmed or just not that interested in the holiday.
What does Thanksgiving prep look like in 2025?
When it comes to prep, most Americans are not winging it.
- 41% are planners, getting their grocery shopping done early to avoid the holiday rush.
- 30% shop the week of Thanksgiving.
- 8% say they are likely to decide what to do on the day itself.
- 14% aren’t responsible for the prep, likely leaving it to someone else at the table.
How are Americans celebrating Thanksgiving this year?
Thanksgiving is looking simpler and more laid-back for many this year. Last year, 16% said they would keep it small. This year, that number has more than doubled.
- 38% are keeping things low-key, choosing smaller gatherings with less fuss.
- 29% are sticking to tradition with familiar, home-cooked favorites.
- 11% are going casual, skipping the formal dinner setup altogether.
- 9% are celebrating bigger than usual, hosting more guests or using the day as an excuse for a bigger celebration.
Will the bird flu affect what people eat this Thanksgiving?
The turkey drama is real. With bird flu impacting supply chains, turkey availability is reportedly at a 40-year low, and prices are rising (Axios).
Here’s how are Americans responding:
- 44% aren’t worried at all
- 30% are keeping an eye on things
- 18% are already shopping early to secure a bird
- For 9%, it doesn’t matter as they don’t eat turkey anyway.
How much are Americans budgeting for Thanksgiving 2025?
Most Americans aren’t making big changes to their Thanksgiving spending this year. Nearly 59% say they’ll spend about the same as last year, while only 16% expect to spend more, and 15% are cutting back.
When it comes to actual budgets, just over 60% plan to spend under $100. A smaller group (18%) expects to spend between $100–$200, and fewer than 10% will spend more than that.
When it comes to managing the holiday budget…
- 56% say they mostly wing it
- 29% are planning and budgeting ahead
- 15% say it’s not applicable to them this year
And of course, with Thanksgiving comes… Black Friday
As the holiday feast settles, the focus turns to finding deals. Black Friday takes the stage, but the rush isn’t quite what it used to be.
About 22% still swear by Black Friday, calling it the best time for deals. Another quarter finds it fun, but admits the chaos can be a lot to handle. Meanwhile, 38% are simply “over it,” seeing Black Friday as just another sale with little to get excited about. Lastly, 15% avoid it completely.
Here’s the lowdown on how shoppers are approaching Black Friday this year:
- 52% plan to shop online, making digital the go-to channel again this year.
Top product interests:
- 39% are shopping for tech and gadgets
- 29% want deals on home goods
- 23% are going for fashion or beauty
Biggest shopper turn-offs:
- 40% are frustrated by fake or inflated discounts
- 19% worry about out-of-stock products
- 15% are put off by long queues or glitchy websites
Stay ahead this holiday season and see what consumers are thinking in real-time.
Try OnePulse for quick insights and smarter planning.
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