Thanksgiving: The Holiday That's Shaking Up Retail

As Thanksgiving approaches, retailers are gearing up for one of the busiest shopping periods of the year. But is this traditional holiday still the retail juggernaut it once was, or is it being disrupted by changing consumer habits and a shifting retail landscape? Let's dive in to find out.

Thanksgiving weekend has long been the kickoff to the holiday shopping season. In 2023, a record 200.4 million people shopped from Thanksgiving Day through Cyber Monday, spending an average of $321.41 each, totaling over $966 billion (Statista). However, the way consumers are shopping during this time is evolving, potentially disrupting the status quo.

One of the most notable shifts is the shift towards online shopping. According to Statista, over 71% of consumers plan to shop online this year, with 45% starting before November. This trend, accelerated by the pandemic, has significantly impacted traditional brick-and-mortar retailers. To adapt, retailers must embrace omnichannel strategies, offering both in-store and online experiences. Black Friday, previously dominated by in-store sales, now sees 89% of shoppers browsing online first, as per Deloitte.

Another factor disrupting the Thanksgiving retail status quo is the shift in consumer preferences towards sustainability and affordability. In 2023, about 74% of U.S. respondents planned to shop for a turkey on sale, reflecting a growing interest in affordable and sustainable options (Statista). Additionally, 36% of households indicated that their Thanksgiving plans were impacted by high grocery prices, suggesting that economic concerns may influence spending decisions (Statista).

Retailers are responding to these shifts by offering major sales and doorbuster deals on overstock inventory, seasonal items, big-ticket items, and holiday decorations and gifts. They are also moving their sales events earlier in the week, with Black Friday deals now common on Thanksgiving Day itself. This shift allows them to capture consumer spending over a longer period, as seen in the 2023 holiday shopping season.



As the retail landscape continues to evolve, it's crucial for investors to stay informed about these trends. While Thanksgiving weekend may no longer be the peak shopping period it once was, it still offers valuable insights into consumer spending habits and trends. By monitoring the performance of retail stocks around this time, investors can gain a better understanding of consumer confidence and market sentiment.

In conclusion, Thanksgiving weekend is still a critical time for retailers, but it's no longer the retail juggernaut it once was. Changing consumer habits, the shift towards online shopping, and a focus on sustainability and affordability are all disrupting the traditional Thanksgiving retail landscape. For investors, staying informed about these trends is crucial for making informed decisions about retail stocks. As a 'boring but lucrative' investor, consider companies like Morgan Stanley that offer steady performance without surprises, and value companies with robust management and enduring business models.