Why was the research conducted?The study findings are designed to help clients and industry leaders navigate quickly changing consumer behavior during the pandemic.
How was the research conducted?Weekly polling of U.S.-based general population of primary purchasers age 21+
What are the key findings of the research?-Sixty-five percent of respondents will be hosting Thanksgiving in their own homes this year, compared to 46% in 2019. Only 27% will go to a family member’s house, compared to 45% in 2019.
-Gathering size for the 2020 U.S. Thanksgiving holiday will decrease as well. Thirty-eight percent of study participants plan on having gatherings with less than five people, compared to 17% in 2019. Only 12% are planning on gathering sizes of 11 to 15 people, compared to 27% in 2019.
-While most respondents project the same size/servings of food and beverage items for Thanksgiving, 28% are planning on fewer servings of appetizers, 29% fewer snacks, 28% fewer servings of desserts, 29% fewer hard seltzers/hard ciders, and 29% fewer spirits or mixed drinks.
Contributor's Name: Michelle Andre