With another holiday on the horizon during the year of the pandemic, will Thanksgiving keep with tradition or stray from the norm this year? We surveyed 1,316 of our members October 29-November 2 to get a sense of how they plan to spend this food-laden holiday. 

Of those we surveyed, over three-quarters indicated they have solidified their plans. The most commonly anticipated scenario is a gathering with only those currently in their household (41%, higher among Gen X and Boomers). To a lesser degree, they’ll gather with people outside of their home and the number of guests will be similar (18%) or fewer (15%) than last year. Over two-in-ten (23%) have yet to solidify their Thanksgiving plans.

Aside from the number of guests, will those who plan to gather with people outside of their household do anything differently this year? Spaced out/socially distanced seating is the most anticipated change (27%). Additionally, one-in-five indicate that masks will be required inside, except for eating/drinking and/or that the gathering will take place during a shorter time frame than years past. By region, those in the West appear to be taking the most precautions; they are most apt to indicate that they’ll be implementing masks indoors and/or holding the gathering outside to minimize risk.  

Of those who haven’t firmed up their feasting plans, health and safety concerns will play the biggest role in their decision, with 36-45% indicating they will factor in “my personal health,” the health of the guests, whether they feel safe gathering with others and/or the number of people attending.

The one thing that’s likely to stay a constant this year? The menu. Nearly six-in-ten say their Thanksgiving feast will feature “all the dishes we usually enjoy”, with another 20% indicating their meal will be slightly pared down to include the key standout dishes from years past.

Looking to ensure your brand will make it onto the Thanksgiving table or want to obtain insights from verified purchasers of specific products or brands? We’d love to help you!

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