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Retail Giants Tout Cheaper Thanksgiving Meals — But There’s a Catch
Walmart, Target, and Aldi are promoting cheaper Thanksgiving meal kits for 2025, but the savings come with a tradeoff — fewer items and more private-label swaps. As food prices stay 2.7% higher than last year and U.S. consumer sentiment dips to a three-year low, major retailers are banking on affordability to attract price-conscious holiday shoppers.
New York | November 8 — Major U.S. retailers Walmart, Target, and Aldi are promoting their most affordable Thanksgiving meal deals ever. But the cost savings come with a twist — fewer items and more private-label substitutions are driving the discounts.
Walmart (WMT.N) says its new Thanksgiving meal kit costs under $40 and feeds ten people, down from about $56 for eight last year. But the 2025 basket now includes 22 items, down from 29, and relies more heavily on Walmart’s in-house Great Value brand — 9 out of 15 products this year, compared with 9 out of 21 in 2024.
The company simplified the menu by adding a stuffing mix while removing onions, celery, and broth. It also swapped last year’s Honeysuckle White turkey (then 88 cents per pound) for the more recognized Butterball brand, now priced at 96 cents per pound. Walmart declined to comment on the product lineup changes.
Trump weighs in
Former President Donald Trump, facing declining approval ratings on the economy, highlighted Walmart’s lower prices several times this week, claiming holiday spending has fallen by 25% compared to last year. When a reporter noted that this year’s meal kit includes less food, Trump dismissed the claim as “fake news.”
A reflection of changing consumer habits
Thanksgiving baskets reveal more than just holiday cheer — they underscore how Americans are adjusting to persistent inflation. A NielsenIQ survey in September found that 58% of consumers remain highly concerned about food prices, while 31% now prefer store-brand products over national labels whenever possible.
Federal data shows food prices in September were 2.7% higher than a year earlier. At the same time, U.S. consumer sentiment at the start of November fell to its lowest point in three and a half years, and delays in SNAP food assistance payments due to the prolonged government shutdown are putting additional strain on low-income families.
Private labels take the spotlight
“Right now, one of the most common questions customers ask is, ‘How can I save money on groceries?’” said Stew Leonard Jr., CEO of the Connecticut-based grocery chain Stew Leonard’s. “One of our top recommendations is definitely to look for private-label products.”
Aldi, the German discount supermarket known for its private brands, is offering a Thanksgiving spread for 10 people at $40, down from $47 last year. This year, the retailer swapped its Butterball turkey for a more affordable Jennie-O bird, cutting roughly 30 cents per pound, though Butterball remains available at 97 cents per pound. Aldi also replaced a single pie crust with a pack of two frozen pies and trimmed prices on carrots, potatoes, and onions.
To assess these changes, Reuters compared Aldi’s 2025 product list and prices with those shown in a 2024 Krazy Coupon Lady YouTube video, a popular U.S. platform that reviews grocery deals in detail.
At Target (TGT.N), the seven-item Thanksgiving meal kit for four — still priced under $20 — also shows subtle shifts. The Minneapolis-based retailer swapped out national brands such as Del Monte green beans and Campbell’s Cream of Mushroom Soup in favor of private-label alternatives.
A Target spokesperson said small year-over-year adjustments are common, depending on customer demand and product availability. Most shoppers, they added, tend to buy their Thanksgiving supplies within a week of the holiday.
