As the holiday season approaches, our latest consumer survey polled Invisibly app users about their Thanksgiving plans, revealing a year both steeped in old tradition and paving the way for new ones. From classic turkey dinners to trendy vegan options, and from cozy family meals to lively Friendsgivings, here’s how Americans plan to celebrate Thanksgiving in 2024.
What's on this year's Thanksgiving menu?
Classic dishes still dominate the Thanksgiving table, but we’re seeing fresh additions and a growing diversity of options:
- 45% plan to serve the traditional turkey – a staggering decrease from 88% last year.
- 18% are opting for ham as the main course.
- 16% are choosing vegan or vegetarian entrees, reflecting the rise in dietary inclusivity.
- 21% report “other” menu plans, signaling that personalization is more popular than ever.
Who’s Around the Table?
Thanksgiving gatherings are becoming as diverse as the meals served. Here’s how Americans are shaping their guest lists this year:
- 42% are celebrating with immediate family.
- 28% are planning Friendsgiving gatherings.
- 12% are including neighbors, highlighting a spirit of community.
- 10% are planning solo celebrations, showing Thanksgiving is meaningful for individuals, too.
- 8% have mixed gatherings that combine family, friends, and more.
Friendsgiving takes center stage
One of the biggest trends this year is the growth of Friendsgiving:
- 44% of respondents say they’ll attend or host a Friendsgiving celebration.
- Many are celebrating both Thanksgiving and Friendsgiving, embracing multiple ways to connect and celebrate with loved ones.
Where are people celebrating Thanksgiving?
Americans are largely choosing to stay home for their Thanksgiving celebrations, but a growing number are branching out:
- 58% will celebrate at home, keeping the holiday cozy and familiar.
- 22% are traveling, combining Thanksgiving with a holiday getaway.
- 12% plan to dine out at restaurants.
- 8% are choosing alternative venues for their celebrations.
Holiday traditions and entertainment
For many, Thanksgiving isn’t complete without a dose of holiday entertainment:
- 38% consider watching the Macy’s Thanksgiving Day Parade a cherished tradition.
- 32% won’t tune in, while 30% are undecided, showing that holiday entertainment is more flexible than ever.
More key Thanksgiving trends for 2024
This year’s data points to some clear trends that reflect changing lifestyles and diverse preferences:
- Dietary Diversity: With 16% choosing vegan options, Thanksgiving menus are accommodating a broader range of dietary restrictions.
- Multiple Celebrations: The popularity of Friendsgiving highlights a shift toward more flexible, multi-celebration gatherings. Nearly 90% of respondents who celebrate a Friendsgiving will also celebrate with family on a separate date.
- Community Growth: Including neighbors in celebrations (12%) suggests a rise in community-oriented Thanksgiving gatherings.
Looking Forward
Americans are reimagining Thanksgiving, keeping beloved traditions while adapting the holiday to better reflect today’s lifestyles. The increase in diverse menu options, the popularity of multiple celebrations, and the emphasis on community are reshaping Thanksgiving into a more inclusive, flexible holiday.
For brands and businesses, this data offers insights into how to support evolving Thanksgiving traditions:
- Offer diverse meal options to cater to varying dietary needs.
- Help facilitate multiple gatherings for those celebrating with family and friends.
- Create resources for home-based entertainment and gatherings to enhance in-home celebrations.
- Encourage community-building ideas to connect with those prioritizing neighborhood gatherings.
