Retailers Promise Cheaper Thanksgiving Meals by Using Store Brands

Thanksgiving dinner might feel lighter on the wallet this year. Walmart, Aldi, and Target say their meal kits will cost less, even with food prices still higher than last year. Retailers are keeping prices down by leaning on their own store brands and trimming their menus. Shoppers will still find turkey, stuffing, and pie, but the mix looks a bit different. The promise is simple: feed more people for less money.

Walmart Cuts Costs With More Store Brands

Walmart says families can host Thanksgiving dinner for under $40 this year. The chain cut prices by leaning more on its Great Value store brand and trimming a few side items. Stuffing mix replaced fresh onions and celery, and the turkey switched to Butterball at 96 cents a pound. The company says the meal can now feed ten people instead of eight, so shoppers get more servings for less money.

Aldi Lowers Prices Through Private Labels

Aldi is sticking to its reputation for value, offering a full Thanksgiving spread for $40. The retailer leaned harder on its private-label goods and swapped its Butterball turkey for the cheaper Jennie-O brand at 77 cents a pound. It also added a frozen two-pack of pie crusts and trimmed produce prices a little. The menu still covers the basics, so shoppers can stretch their grocery budgets without cutting the holiday table short.

Target Simplifies Its Thanksgiving Basket

Target kept things simple with a seven-item Thanksgiving meal kit that costs under $20. The store swapped national brands for its own private labels, using store-brand bread and frozen corn instead of Del Monte and Campbell’s. The smaller lineup is meant for four people, so it fits smaller gatherings too. A Target spokesperson said meal kits can change yearly, depending on what shoppers want and what’s on shelves closer to Thanksgiving.

Shoppers Shift Toward Cheaper Alternatives

Many shoppers are changing how they shop for Thanksgiving. A recent NielsenIQ survey found that 58% of people are worried about food prices, so more are reaching for store brands instead of national ones. About a third said they’d pick private labels whenever possible. Rising grocery bills have pushed families to stretch their money further, and retailers are listening. Affordable store brands give them a way to keep carts full without overspending.

Inflation Pushes Retailers to Adjust Menus

Food prices rose 2.7% in September, so retailers are tweaking their Thanksgiving menus to keep prices steady. Walmart, Target, and Aldi all changed their baskets from last year, swapping or removing some items to manage costs. Fewer fresh ingredients and more store brands help hold the line on spending. The changes reflect how both stores and shoppers are finding new ways to make the holiday meal fit tighter budgets.

Food Prices Continue to Climb Nationwide

Food prices haven’t stopped climbing, rising 2.7% in September compared to last year. Many families are feeling it at the checkout, so cheaper meal kits from major retailers are getting more attention. Higher grocery bills are affecting household budgets across the country, and consumer confidence has dipped to its lowest point in more than three years. Shoppers are just looking for small ways to stretch their money and still enjoy the holiday table.

Government Delays Add Pressure on Households

Many families, depending on food assistance, are feeling added strain this season. The longest government shutdown in U.S. history has delayed SNAP food aid payments, leaving low-income households waiting for help. The pause couldn’t come at a worse time, as grocery prices stay high and budgets stretch thin. Some families are turning to lower-cost store brands and meal deals to keep holiday traditions going without breaking their wallets.

Holiday Deals Reflect Changing Consumer Habits

Thanksgiving meal deals look a little different this year, and so do shoppers. More people are waiting until the week before the holiday to buy their food, watching for discounts and smaller kits that fit their plans. Retailers are keeping up by changing what’s in their baskets and how much they cost. Families want value and convenience, and stores are responding with simpler, lower-priced options that still bring everyone to the table.

Store Brands Take the Spotlight

Thanksgiving meals are looking more budget-friendly this year, thanks to retailers leaning on their own brands. Families can fill their tables without stretching their wallets too far. Cheaper turkeys, fewer items, and private-label swaps are helping stores and shoppers meet in the middle. With prices still climbing, more people might stick with these store-brand choices long after the holiday is over.