Grocery Chains: Competing for Thanksgiving with Turkey Deals and Store Brands

As Thanksgiving approaches, grocery chains are pulling out all the stops to attract price-conscious shoppers with turkey dinner deals and store-brand offerings. With food prices still high, retailers are focusing on value and convenience to entice consumers to their stores.

Walmart, the nation's largest food retailer, is offering a 29-item meal deal for under $55, serving eight people for less than $7 per person. This bundle includes a frozen turkey and ingredients for side dishes, making it an attractive option for budget-conscious shoppers. Target, Aldi, and Meijer are also competing with their own turkey dinner deals, priced at $20, $47, and $37 respectively, serving four to six people.

Store-brand products are another key strategy for grocery chains to attract Thanksgiving shoppers. Walmart's Bettergoods brand, launched in April 2024, appeals to younger customers seeking chef-inspired foods at affordable prices. By offering store-brand meal deals, retailers can attract price-conscious shoppers and foster brand loyalty, not only during Thanksgiving but also throughout the year.

Comparing the respective menus to determine which represents the best value is difficult since recommended serving sizes and contents vary. However, consumers can find value by choosing the bundle that best fits their group size and preferences. Walmart's bundle serves eight people for less than $7 per person, while Target's serves four for $5 per person. Aldi's bundle feeds 10 for under $4.70 per person. Meijer's bundle serves four to six for around $6 to $9.25 per person. Kroger's bundle serves 10 for $4.85 per person.



While turkey dinner deals and store brands are driving consumer spending during Thanksgiving, they also have implications for small, local businesses. These deals can cannibalize sales from local butchers, farmers markets, and specialty food stores, which typically see a boost in sales during the holiday season. However, some small businesses adapt by focusing on unique, high-quality products, exceptional customer service, and community engagement to differentiate themselves and maintain their customer base.

In conclusion, grocery chains are leveraging turkey dinner deals and store-brand offerings to attract Thanksgiving shoppers. These promotions, introduced early and at a time of high prices, underscore Thanksgiving's importance to grocers. By offering meal bundles and store-brand options, grocery chains are making Thanksgiving shopping more accessible and less stressful, enhancing their competitiveness. However, these deals also have implications for small, local businesses, which must adapt to maintain their market share. As consumers seek value and convenience during the holiday season, grocery chains are poised to capitalize on the opportunity, driving consumer spending and shaping the competitive landscape.