Thanksgiving is a time to gather, give thanks and indulge! From classic comfort foods to new trends taking over the table, 2024 is serving up a feast of tradition and reimagined favorites—and we’ve got the insights to share!

The dishes, planning, and traditions defining Thanksgiving this year

Everyone has their own way of getting ready for Thanksgiving. Some plan weeks in advance, while others pull it together last minute. Some stick with the classics, and others like to shake things up. Here’s what Thanksgiving 2024 looks like, according to 600 Americans we Pulsed…

How’s the prep shaping up?

• Last-minute magic: 43% of Americans admit to leaving their prep until the final days.
• Planning something small: 32% are going low-key with no big plans, enjoying a simpler holiday season.
• The planners: 19% are already in gear, planning weeks ahead to get the perfect turkey and sides without the crowds.
• Just another day: For 17%, Thanksgiving is just another day, with work and life carrying on as normal.

The biggest Thanksgiving stressors? Timing and cooking logistics top the list, with 33% also struggling to balance work responsibilities leading up to the holiday.

When it comes to Thanksgiving staples, some things never change…

• Turkey reigns supreme, with 57% choosing the classic bird as the centerpiece of their feast.
• As for the sides, mashed potatoes, stuffing, and green bean casserole lead the way.
• However, there’s a growing appetite for balance. While 37% prefer keeping it strictly classic, most (59%) Americans want a mix of traditional comfort food and new flavors.

Of course, no Thanksgiving is complete without dessert…

• Pumpkin pie is the pump-king of desserts! With 56% naming it their go-to Thanksgiving treat.
• Cheesecakes and cookies are climbing the ranks
• And here’s a little secret: Nearly 4 in 10 Americans serve store-bought desserts but pass them off as homemade.

How Fancy Are Tables Getting?

• 13% are going all-in with Pinterest-worthy table settings and decor.
• 34% are keeping it simple but festive, adding a touch of fall.
• 30% are sticking to the essentials, saying, “Forks are enough!”

What’s new at the table? Thanksgiving product launches in 2024

The Great Gobble Day gives brands the perfect chance to wow consumers with mouthwatering new releases. This year, brands are mixing nostalgia with innovation and serving up bold flavors to win over hearts (and stomachs). Let’s take a look at these new product launches:

HelloFresh x Friends: A Nostalgic Meal Kit 🛋️

HelloFresh is tapping into nostalgia with a Friends-themed meal kit inspired by the sitcom’s famous Thanksgiving episodes.

What people are saying:

• 1 in 3 Millennials love the concept, calling it a clever nod to the iconic series.
• 47% think it’s fun but aren’t sure they’d try it.
• On the idea of more TV or movie-inspired meal kits, 30% said “yes, please!” while 48% are open to it depending on the theme.

What do consumers want next? Harry Potter, Stranger Things and Seinfeld top the wishlist of themed food kits.

Baskin Robbins’ Turkey Cake & “Brie My Guest” Ice Cream 🦃🍰

The iconic Turkey Cake returns for another year, but Baskin Robbins is raising eyebrows with their new “Brie My Guest” ice cream—flavored with brie and burrata for the adventurous foodie.

The reception:

• 60% of Americans are excited about the Turkey Cake, with 21% calling it a must-have for their Thanksgiving celebration.
• Reactions to “Brie My Guest” are mixed:
  • 46% said “no thanks,”
  • 36% are curious, and
  • 18% can’t wait to try it.

The Turkey Cake remains a nostalgic favorite, while the brie ice cream is perfect for anyone looking to wow their guests with something bold and unexpected.

Reese’s Deconstructed Peanut Butter Cup Kit 🍫

Reese’s is reinventing their iconic candy for Thanksgiving with a deconstructed peanut butter cup kit. This DIY dessert encourages families to customize their own perfect PB-to-chocolate ratio.

What people think:

• 46% of Americans are excited to try it, seeing it as a fun activity to share with family.
• Preferences vary:
  • 49% want the classic balanced ratio,
  • 32% lean PB-heavy, and
  • The rest are just excited to experiment with their creations.

This product reflects a rising trend of interactive, hands-on food experiences that bring people together during the holidays.

Popeyes’ Cajun-Style Turkey 🦃

Popeyes is bringing back its Cajun-style turkey for the third time, offering a bold and convenient twist on Thanksgiving tradition.

• 23% are keen to try it.
• 4 in 10 prefer sticking with homemade turkeys, valuing tradition.
• Cajun flavors appeal to 25%, while 27% highlight the convenience of saving time in the kitchen.

Popeyes’ offering caters to those seeking bold flavors and less prep, though tradition still dominates many tables.

So, what’s trending this Thanksgiving?

Thanksgiving 2024 is all about balancing classic comfort with creativity, as new product releases add excitement to a table filled with traditional dishes. For brands, it’s the perfect moment to stand out—whether through bold flavors, nostalgic touches, or interactive dining experiences.

 

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