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Thanksgiving 2025: Walmart, Target, and Aldi Promise Lower Prices — But With a Catch
Walmart, Target, and Aldi are advertising cheaper Thanksgiving meals this year, but savings come with a twist — fewer items and more private-label swaps. With food prices still 2.7% higher than last year and consumer sentiment at a three-year low, major retailers are using affordability campaigns to attract cautious shoppers.
Retail Giants Promise Cheaper Thanksgiving Meals — But There’s a Catch
November 8 | New York — Major U.S. retailers including Walmart, Target, and Aldi are touting their most affordable Thanksgiving meal deals yet. But there’s a twist — the savings come largely from private-label substitutions and trimmed-down menus.
At Walmart (WMT.N), this year’s Thanksgiving basket features nine of 15 items from its Great Value private-label brand, compared to nine of 21 items last year — a higher share of in-house products. The company dropped onions, celery, and broth from last year’s list, adding a stuffing mix instead.
Walmart also swapped its 2024 Honeysuckle White turkey (then 88 cents per pound) for the more recognized Butterball brand, now priced at 96 cents per pound. The retailer says this year’s meal kit serves 10 people for under $40, down from roughly $56 for eight people in 2024. The 2025 list includes 22 items — fewer than last year’s 29 — though Walmart declined to comment further.
Political spotlight
President Donald Trump, whose economic approval ratings have been slipping, praised Walmart’s lower prices this week, claiming household holiday spending is down 25% from last year. When a reporter pointed out that the new meal kits include less food, Trump dismissed it as “fake news.”
Thanksgiving baskets reflect more than just holiday traditions — they also highlight consumer behavior. A NielsenIQ survey in September found that 58% of respondents were deeply concerned about rising food costs, and 31% said they now prefer store brands over national labels.
Federal data shows food prices in September were 2.7% higher than a year ago. Meanwhile, consumer sentiment in early November hit its lowest level in three and a half years, and delays in SNAP food assistance due to a prolonged government shutdown have added pressure on low-income families.
Private labels take center stage
Connecticut-based grocer Stew Leonard Jr. noted, “One of the most common questions customers ask right now is, ‘How can I save money on groceries?’ One of our top suggestions is to look for private-label options.”
Aldi, the German discount chain known for its store brands, is offering a $40 Thanksgiving spread for 10 people, down from $47 last year. The retailer replaced the Butterball turkey with a cheaper Jennie-O bird, cutting about 30 cents per pound, though Butterball turkeys remain available for 97 cents per pound. Aldi also replaced a single pie crust with a pack of two frozen pies and reduced prices on carrots, potatoes, and onions by a few cents.
Reuters compared Aldi’s 2025 pricing list with data from a 2024 YouTube video by The Krazy Coupon Lady, a popular U.S. deal-hunting channel, to assess the real impact of these changes.
Target (TGT.N) made similar adjustments. Its seven-item Thanksgiving meal kit — designed for four people and priced under $20 — now includes more private-label items, replacing name brands like Del Monte green beans and Campbell’s Cream of Mushroom Soup.
A Target spokesperson said that minor yearly changes in the lineup depend on customer demand and product availability, adding that most shoppers make their Thanksgiving purchases within the week leading up to the holiday.
