Instacart’s Cornucopia of Thanksgiving and Winter Holiday Insights

As the air turns crisp and the anticipation of holiday gatherings begin, it’s time to rediscover the foods and festivities that define the season! According to a recent Instacart survey of over 2,000 U.S. adults by The Harris Poll, a hearty 89% plan to celebrate Thanksgiving, while 88% are also gearing up to cook festive meals for occasions like Christmas, Hanukkah, or New Year’s Eve. This means the kitchen will be bustling as millions of Americans prepare to welcome their loved ones.

This report explores the trends surrounding Thanksgiving, Christmas, Hanukkah, and New Year’s using Instacart purchase data from the 2023 holiday season as well as our recent Harris Poll survey. We’ll dive into festive findings like the most and least popular Thanksgiving dishes, food preferences by region, and favorite holiday beverages. 

So without further ado, let’s start by setting the table for Thanksgiving…

Gobble, Gobble! Thanksgiving Trends Unveiled

Thanksgiving grocery shopping and preparation is all about timing, and for Instacart customers, the day before the holiday marked the peak for orders including staple ingredients. However, purchase data from 2023 showed that turkey orders peaked four days before the big day, giving savvy planners ample time for the birds to thaw. Data also showed the classic duo of turkey and cranberry sauce were top-of-mind for consumers, as the top five Thanksgiving-focused items included whole turkey, cranberries, whole frozen turkey, pumpkin pie, and canned cranberries. 

Cooking Up a Storm

Cooking duties this year are a shared affair. While 64% of women plan to prepare at least one dish, 57% of men are also taking up the culinary challenge and contributing at least one dish. Equal proportions (30% of men and 30% of women) plan to cook the entire feast.

Thanksgiving celebrations will also look a bit different this year from generation to generation:

• Gen X (ages 44-59) are more likely than Gen Z (ages 18-27) or Boomers (ages 60-78) to assume the role of Thanksgiving hosts (42% vs. 32% each), while Gen Z (66%) and Millennials (59%) will fill seats as enthusiastic attendees (vs. 41% Gen X and 43% Boomers). 
• Gen Z (92%) and Millennials (91%)  are more likely than Boomers (86%) to celebrate Thanksgiving, while Boomers (14%) are more likely to skip the festivities this year than Gen Z and Millennials. 
• Gen Z (63%), Millennials (66%), and Gen X (61%)  are all leading Boomers (53%) in planning to cook or prepare food contributions.

How Long is Too Long in the Kitchen?

Thanksgiving preparations are no walk in the park, with 62% of those participating in preparing dishes  investing four or more hours in prep time. Interestingly, more men (66%) than women (59%) plan to spend 4 or more hours preparing dishes for Thanksgiving. 

Regional contrasts reveal that folks in the Northeast are more likely than those in the West or South to  spend less time cooking, with 45% planning a brisk 1-3 hour prep (vs. 31% in the West and 34% in the South). Meanwhile, those in the West are more likely than those in the Northeast to hunker down for the long haul, with half of home cooks in the region planning to cook 4-6 hours (50% vs. 37%). Notably, 10% in the South are ready to engage in marathon 10-hour plus culinary sessions.

Cheers to That!

According to our survey, over half of those age 21+ celebrating Thanksgiving this year (53%) plan to indulge in alcoholic beverages and 8% will opt for non-alcoholic beer or wine with dinner. Instacart purchase data confirms that non-alcoholic drink purchases are on the rise: between 2019 and 2023, alcohol orders that included non-alcoholic drinks jumped by 157% during the week leading up to Thanksgiving. This shift likely mirrors the growing popularity of the ‘sober curious’ movement, as more people seek out ways to celebrate without alcohol.

The Generational Divide: Mac & Cheese vs. Stuffing

Tradition reigns supreme when it comes to Thanksgiving, with three in four Americans planning to celebrate Thanksgiving (75%) preferring traditional dishes. However, there are generational differences on what dishes are considered fan favorites – Gen Z shows an affinity for macaroni and cheese (63%) and mashed potatoes (67%), ranking these dishes among their favorites, while Boomers are most likely to rank macaroni and cheese among their least favorites (27%). On the other hand, the Boomer generation is quite fond of stuffing (76%) and mashed potatoes (69%) ranking the comfort foods among their top favorites, while Gen Z is most likely to rank stuffing as their least favorite (21%). This difference in opinion might indicate a shift in what future generations may view as a Thanksgiving must-haves for their dinner spread.

Turkey Takes Top Spot

Though many claim Thanksgiving is “all about the sides”, our survey insights show people like to come for the main event. Turkey is the most popular Thanksgiving dish for 74% of Americans, with mashed potatoes (67%) and stuffing (64%) securing second and third places, respectively. Sadly for the cranberry fans, cranberry sauce is the #1 least favorite dish for over a quarter of Americans (27%).

Here are the top 5 most popular and least popular Thanksgiving sides, according to our survey:

Polarizing Sides or Regional Delights?

Culinary preferences – especially among some of the least favorite dishes nationally – vary in popularity from region to region. Apple pie is most favored in the Northeast, with 50% listing the dish as their top favorite (compared to 42% in the South and 39% in the Midwest and West). And while pecan pie was tied for one of the least favorite Thanksgiving dishes across the country, it finds an enclave of support in the South, with 40% wanting to add it to their dessert plate (compared to 24% in Northeast, 26% in Midwest and 27% in West). Green bean casserole is a favorite for both Southerners and Midwesterners, with 43% of each group ranking it as one of their top dishes. Westerners, perhaps leaning into their health-conscious reputation, are more likely than those in the Midwest (36% vs. 29%) to consider salad one of their favorite Thanksgiving sides.

Not only are there regional preferences about which foods are served for Thanksgiving, but there are also regional preferences about how those foods are prepared. We looked at how many orders with sweet potatoes also included marshmallows, which could indicate a preference for candied yams with marshmallows. 

Here are the top 5 states with the most orders for sweet potatoes and marshmallows in the same cart, based on 2023 purchase data:

1. Wyoming
2. West Virginia
3. Kansas
4. Arkansas
5. Missouri

While candied yams with marshmallows is a quintessentially Southern-inspired dish, our 2023 purchase data shows the possible appeal of this side across the country, resonating deeply across the Great Plains, Rocky Mountains, and South. 

Alex Orellana, Instacart’s Trends Analyst shares, “It’s intriguing to observe how regional preferences shape holiday meals—whether it’s the Northeast’s preference for apple pie or the South’s love for green bean casserole. These patterns not only reveal the diverse culinary landscapes across the country but also offer valuable insights for retailers and consumers alike, showcasing the unique tastes that define our holiday experiences.”

Family, Football, and Festivities: Thanksgiving isn’t just about food; it’s also about family. A heartfelt 69% plan to spend time with loved ones, with women (75%) leading the embrace of togetherness over men (64%). For many, the holiday isn’t complete without gridiron action — 58% plan to watch TV, with 62% of those focusing on football. This is closely followed by 47% of Thanksgiving TV viewers who plan to watch a Thanksgiving Day Parade, perhaps to see their favorite holiday floats. 

Easy as Pie:

Across the country, folks were flocking to pre-made pies to enjoy on Turkey Day. According to Instacart data from 2023, purchases for ready-made pies topped the list in:

1. Wyoming
2. West Virginia
3. New Mexico
4. Alaska
5. Kentucky

It’s possible our Southern neighbors were more inclined to make a scratch-made offering, as orders for pie crusts and fillings topped the charts in:

1. Mississippi
2. Arkansas
3. North Carolina
4. West Virginia
5. Missouri

Take me home, country roads. West Virginians ranked in the top five for each pie category, indicating a broad love for pies no matter how they’re made!

With Thanksgiving kicking off the season of celebration, the weeks that follow bring a variety of winter holidays, each with their own distinctive flavors and traditions. Here’s a look into how these winter months could shape up per 2023 Instacart insights.

Winter Holidays: Deliciously Diverse Traditions

As the celebratory season heats up, people are ready to serve holiday dishes at various gatherings, with 67% saying family traditions are a top influence when selecting winter holiday dishes. Leading on the nostalgia front, a notable 73% of women (vs. 61% of men) and the same percentage of married individuals (vs. 62% not married) find themselves most influenced by these time-honored practices. Boomers (70%) are also more likely than Gen Z and Millennials (61% and 63% respectively) to tap into their family favorite recipes for the holidays. 

When it comes to the different generations, Gen Z and Millennials stand out as particularly budget-savvy. Nearly 1 in 3 Gen Z (32%) and Millennials (30%) consider the cost of ingredients a top priority when planning their holiday feast. And among those who make holiday dishes, 31% of Gen Z and 34% of Millennials are adventurous in the kitchen, desiring to experiment with new recipes. 

Main Dish Masterpieces: Turkey (56%) and ham (52%) are the most preferred festive staples on holiday tables. However, the younger generations are venturing beyond the traditional, favoring chicken dishes (47% Gen Z and 43% Millennials vs. 28% Gen X and 21% Boomers) and enjoying vegetarian or vegan options (13% Gen Z and 11% Millennials vs. 6% Gen X and 4% Boomers).

Sipping into the Season:

Fun beverages can add to the festive atmosphere of the holidays – and hot chocolate is the clear front-runner warming the hearts of Americans everywhere. According to our survey findings, here are the top 5 seasonal sippers Americans say are among their favorite winter holiday beverages:

1. Hot chocolate – 58%
2. Eggnog – 42%
3. Cider – 26%
4. Mulled wine – 13%
5. Hot Toddy – 13%

Gearing up for Gift Giving:

During the week before Christmas last year, Instacart data showed an unmissable trend: customers were largely focused on preparing their gifts! Gift wrapping paper is a great proxy to measure gift-giving behavior, and orders containing wrapping paper peaked on December 23 – just two days before Christmas! In addition, these are the top 5 items that surged the week before Christmas, per Instacart purchase data:

1. Ribeye roast
2. Christmas cards
3. Gift wrap
4. Gift tags
5. Stockings

🎁 Pro Tip: If you’re short on time and want to avoid the holiday shipping rush, Instacart has you covered for quick gift delivery. You can purchase a gift from retailers like Best Buy, Dick’s Sporting Goods, Bath & Body Works, PetSmart and more for your loved ones. At checkout, simply choose the “make this order a gift” option. You’ll be prompted to enter your recipient’s name and phone number, pick a festive digital card image, and add a personal message. Once you place the order, Instacart sends a notification to the recipient, allowing them to schedule delivery for a convenient time, view your special message and track the gift’s arrival—in as fast as an hour.

Sugar and Spice Delights:

For many, the holidays aren’t complete without a batch of festive cookies. In fact, 41% of Americans look forward to them each year! But which cookie is the real crowd-pleaser? According to our survey, the top 5 favorite holiday cookies are:

1. Chocolate chip – 57%
2. Sugar – 52%
3. Peanut butter – 40%
4. Gingerbread – 33%
5. Snickerdoodle – 32%

While some cookies may fly off the plate at a holiday party, some tend to linger a bit longer. Our survey found that the least favorite cookies are:

1. Oatmeal raisin – 21%
2. Molasses – 19%
3. Peppermint or mint chocolate – 17%
4. Meringues – 16%
5. Biscotti – 15%

Introducing the Instacart Candy Cane Index: Is it too early to start hanging your holiday lights? There’s been a lot of talk over the past few years about starting the holidays earlier and earlier, so we looked within Instacart’s grocery catalog to see if we could find a clear indicator of this trend. It turns out that candy cane purchases are the most closely related item to the beginning of Christmas festivities, so we’re deeming this the Instacart Candy Cane Index.

According to the Instacart Candy Cane Index, orders containing candy canes passed a critical seasonal threshold a full week earlier in 2023 compared to 2017. The earliest this happened was in 2020 (November 30) and 2021 (November 29), when people were social distancing and craving holiday joy sooner than ever before.

“Candy cane purchase data reveals a fascinating trend: people are eager to embrace the holiday spirit sooner. This shift, potentially fueled by a desire for comfort and joy amid turbulent times, shows how traditions like hanging Christmas lights and enjoying seasonal treats are being welcomed earlier and earlier. We anticipate this year the trend will keep pace with 2023, likely with an increase for candy cane purchases on or around December 3.” – Alex Orellana, Instacart’s Trends Analyst.

A Hanukkah Favorite: Bring out the sour cream and applesauce to enjoy alongside classic Jewish latkes! On the first day of Hanukkah last year, orders for latkes increased by an impressive 2,626% compared to the yearly average. Our data also showed that purchases for latkes jumped around other notable Jewish observances of Passover, Rosh Hashanah, and Yom Kippur in early April and mid-September in 2023.

Ringing in the New Year with Black-eyed Peas. According to southern tradition, eating black-eyed peas on New Year’s Day is considered to bring luck and prosperity for the year ahead. On New Year’s Eve, the share of orders that contained black-eyed peas spiked 2,480% above the yearly average order share. Georgia alone ordered black-eyed peas 217% more often than the overall national average.

Happy holidays from Instacart! 🦃☃️🎁⭐ This upcoming holiday season we’ll celebrate around the table, and while we may try some new dishes or stick to the holiday classics, the essence of gathering and unity will remain unchanged. So whether you’re rushing for last-minute ingredients or gifts, leisurely planning your feast, or you’re somewhere in between, we’re here to help during this season and all seasons. Here’s to another year of creating delicious memories, woven together by the universal language of food. Happy feasting!

Survey Method:

This survey was conducted online within the United States by The Harris Poll on behalf of Instacart from September 19 – 23, 2024 among 2,077 adults ages 18 and older.  The sampling precision of Harris online polls is measured by using a Bayesian credible interval.  For this study, the sample data is accurate to within +/- 2.5 percentage points using a 95% confidence level. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact [email protected]. 

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Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.