Turkey, Family & Flash Sales: How Shoppers Are Mixing Mashed Potatoes with Prime Deals

Thanksgiving might be about food, family, and gratitude but for a lot of people, it’s also about adding to the cart between courses. Prodege took to our DIY platform Pollfish to survey 1,000 U.S. consumers who spilled the cranberry sauce on how shoppers are planning their holiday buys this year and how brands can keep up when stuffing meets shopping.

Gobble, Sip… and Shop?

44% of people say they’ll start prepping for Black Friday shopping on Thanksgiving Day itself.

And the biggest share of those multitaskers? The ones bringing store-bought beverages to dinner (45%). They’re the “grab a bottle and go” crowd…organized, efficient, and already in motion.

Between checking on the turkey and topping off drinks, these shoppers are scrolling for deals. Smart brands can catch them by dropping mobile-friendly offers and quick-hit reminders that fit right into the Thanksgiving chaos.

Still, shoppers say their favorite Thanksgiving memories are about spending time with family — so campaigns that mix heartwarming moments with a hint of hustle will strike the perfect balance.

From Leftovers to Last-Minute Buys

Once the dishes are done, the shopping marathon begins: 89% of people plan to shop between Thanksgiving and Christmas.

Here’s how they’ll do it:

• 48% will order online for delivery (no surprise there!)
• 20% will browse online but buy in-store (because seeing it IRL still matters).
• 19% will do it all in-store, old-school style.
• 9% will order online for in-store pickup — the best of both worlds.
• 4% are going for gift cards, aka “I care, but also — I’m tired.”

If you’re a retailer, this screams one thing: make it seamless. Shoppers don’t want to think about how they’re buying — they just want it to work. Whether it’s online, in-store, or some combination, your channels should play nice together.

Beyond the Big Days

Sure, Black Friday and Prime Day still bring the buzz but shoppers are playing the long game.

When shoppers were asked how they spread their spending across the year, one thing became obvious: they’re not picking favorites, they’re shopping around. Most people dip into more than one big moment, divvying up their spending like a choose-your-own-sale adventure:

• 21% of their yearly shopping happens whenever the mood strikes (no event required!)
• 18% goes to Prime Day
• 18% happens on Black Friday
• 16% lands in that December-before-Christmas rush

What does this mean?! Shoppers aren’t waiting for a sale to strike, they’re buying when it makes sense. For brands, that means you can’t go dark between tentpole events. Keep the conversation going all year with always-on content, loyalty offers, and little surprise-and-delight moments that keep your brand top of mind.

But really, why should I care? What This Means for Brands & Retailers

• Catch them mid–bi. Thanksgiving is officially fair (and profitable) game. Reach shoppers during prep and downtime with quick, scrollable offers.
• Make omnichannel effortless. Whether it’s a click, tap, or checkout counter, make sure every path leads to “got it.”
• Play the long game. Holiday moments matter, but everyday engagement keeps your brand in the cart year-round.
• Lead with heart. Family and nostalgia still win! Sprinkle some warmth into your holiday messaging.

The Final Course

Today’s shoppers can baste a turkey, pour a drink, and snag a deal all at once.

They’re blending traditions and transactions and they expect brands to keep up. So as we roll into the season of both stuffing and shopping, remember: the key isn’t just being in their cart… it’s being part of their holiday story.

The time is now…let’s start baking together.

In the time it takes to roast a turkey, we had real insights from 1,000 U.S. consumers — thanks to Pollfish by Prodege. When you need answers at the speed of retail, Prodege delivers. Let’s make this holiday season your most informed one yet.