New York: As Thanksgiving approaches in the United States, major retailers are highlighting “more affordable” holiday meal kits, yet closer scrutiny reveals a subtle shift in what consumers are actually getting. Walmart, Target, and Aldi have all advertised lower-priced Thanksgiving spreads this year, but these deals come with fewer items or more private-label products, reflecting strategic adjustments rather than straightforward discounts.
Walmart’s Thanksgiving kit, for example, now costs under $40 and is designed to feed 10 people down from last year’s $56 kit for eight. While the headline price is lower, the contents have been altered: the meal features 22 items instead of 29, with nine of them drawn from Walmart’s own “Great Value” brand. Some staples, such as onions, celery, and broth, were replaced or removed, while the turkey brand switched from Honeysuckle White to Butterball.
Aldi, known for its private-label strategy, is offering a Thanksgiving spread for $40 for 10 people, down from $47 last year. Adjustments include substituting Jennie-O turkeys for Butterball, swapping a single pie crust for a frozen two-pack, and small reductions in quantities of carrots, potatoes, and onions. Target similarly reduced prices on its kits for four people, replacing national brands with store-brand alternatives.
These changes underscore a broader trend: American consumers are highly price-conscious amid rising food costs and inflation. Federal data show that food prices were up 2.7% year-on-year in September, while a NielsenIQ survey found 58% of shoppers worry about food-price inflation, with 31% favoring store brands over national names. U.S. consumer sentiment also hit a three-and-a-half-year low in early November, further reflecting economic anxiety.
Retailers say these modifications allow them to maintain lower price points while protecting margins. Analysts note that the kits’ composition changes more private-label products and fewer overall items offer consumers savings but also illustrate the compromises involved in “cheaper” holiday offerings.
For many families, these Thanksgiving deals may appear attractive on the surface, yet shoppers need to be aware that reduced prices may come with reduced quantity or substitution of brands. The strategy highlights how retailers are adapting to both consumer concerns and economic pressures, striking a delicate balance between affordability and product appeal.