Among the findings of the survey is the fact that nine out of 10 ( 90%) Americans plan to cook the same amount or more this holiday season. In addition, 83% say they plan to spend the same or more on their holiday meals. That’s up 10% from the NCS survey last year, in which 73% said their overall spending on Thanksgiving items would be the same or more than they spent in 2019. 

The holiday 2021 online survey was fielded between 5-8 November. It has 1,130 respondents, ages 18+, with the results weighted to be representative of the overall US population, according to NCS.

NCS purchase data shows that overall consumer packaged goods (CPG) spending was 13% greater the week of Thanksgiving than the average week in 2019. In 2020, spending was 16% greater than an average week.

Traditional foods will once again take up prime real estate on Thanksgiving tables, according to the survey. However, that perennial Thanksgiving staple, turkey, has slipped slightly – just 66% of those who participated in the latest survey said it was their favourite food, down from 70% last year. Meanwhile, consumers continued to rank mashed potatoes ( 66%), gravy ( 61%) and stuffing/dressing ( 61%) as much-loved holiday foods.

“Historically, Thanksgiving is the third-biggest week of the year in terms of consumer packaged goods spending,” said NCSolutions chief executive Linda Dupree.

“The good news for CPG brands is that early indicators are exhibiting that spending trend again this year.”