What’s on the Thanksgiving Menu This Year?
From Friendsgiving dinners and turkey trots to football and Black Friday shopping, Thanksgiving is about more than what’s on the table. And how Americans celebrate can look very different depending on where they live.
Last year AAA projected that 81.8 million Americans would travel at least 50 miles over Thanksgiving, with nearly 90% hitting the road. But getting there is only part of the story. Once people arrive, the holiday brings together food, family, community traditions, and lots of TV watching.
For advertisers, these moments create opportunities to connect with consumers throughout the holiday weekend. And local insights can help reveal where those opportunities are strongest.
Gathering around the table
Turkey, stuffing, mashed potatoes, and pie remain Thanksgiving favorites, according to a 2025 YouGov survey. But where Americans enjoy their holiday meal is a different story.
While 59% planned to host, 18% expected to visit friends, 29% planned to gather with relatives, and 17% chose to dine out.
Cost also plays a role. 3 in 10 Americans said rising prices affected their Thanksgiving plans in 2025, putting value front and center as consumers shop, prepare, and celebrate.
The holiday goes beyond dinner
Thanksgiving also creates moments beyond the dinner table. Some people make giving back part of their holiday, while others take part in community races and events. These traditions give the weekend a rhythm that extends beyond Thursday’s meal.
TV is another major part of that rhythm. According to Nielsen, audiences watched 103.4 billion minutes of TV on Thanksgiving Day 2025. Live broadcast and cable content viewed through TV provider streaming services accounted for 10.1% of total TV usage that day. This year, a live NFL game on Thanksgiving Eve and three on Thanksgiving Day add even more viewing occasions to the schedule.
Thanksgiving moments stand out by market
National trends show us how Americans celebrate Thanksgiving. But local insights tell a more interesting story about what matters most in individual markets.
Let’s look at how Thanksgiving behaviors stand out across five major markets:
- Boston: Consumers are 32% more likely to organize or attend a Friendsgiving dinner.
- Houston: Consumers are 34% more likely to eat at a restaurant
- Washington D.C.: Consumers are 32% more likely to donate food or money to a food bank.
- San Francisco: Consumers are 96% more likely to participate in an organized race, such as 5K or 10K.
- New York: Consumers are 13% more likely to do Black Friday shopping.
Why local matters for Thanksgiving advertisers
Thanksgiving creates opportunities for advertisers across categories, from grocery stores and restaurants to retailers and brands looking to reach live sports audiences. But reaching these consumers isn’t just about showing up during the holiday. It’s about understanding what matters to them and where those opportunities exist.
For example, a grocery brand might find a stronger Friendsgiving opportunity in Boston, and a restaurant chain in Houston could lean into holiday dining, while in New York, retailers can tap into consumers eagerly preparing for Black Friday.
Sources
AAA. “Nearly 82 Million Americans Projected to Travel over Thanksgiving – AAA Newsroom.” AAA Newsroom, 17 Nov. 2025.
Ballard, Jamie. “Thanksgiving 2025: What Americans will cook, eat, and debate at the table this year.” YouGov, 21 Nov. 2025.
MRI-Simmons. 2026 Q3 Trending Topics Study. Fielded 17 June–18 July 2026.
Nielsen. “Broadcast and Streaming Serve Up a Historic Month of TV in Nielsen’s The Gauge™ | Nielsen.” Nielsen, 16 Dec. 2025.