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Industry News2022 Thanksgiving and Holiday outlook: Report

2022 Thanksgiving and Holiday outlook: Report

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The 2022 Thanksgiving and Holiday outlook report from Butterball Canada finds that Canadians are ready to get back to Thanksgiving and holiday celebrations. With many pausing festive gatherings during the pandemic, this year is set to bring a sense of normalcy as the majority of Canadians are planning to celebrate Thanksgiving (66 per cent) and the holidays (78 per cent), either by hosting their friends and family or attending a gathering themselves, while some are still undecided on their plans. 
Despite Canadians returning to festive celebrations, inflation and its impact on their grocery bills poses a new consideration for Thanksgiving and the holidays. The majority of Canadians that are planning to celebrate expect price increases will impact their celebrations. As those surveyed noted, inflation will be a consideration during Thanksgiving (74 per cent) and holiday (77 per cent) planning. Millennials and Gen X, already heavily strained by rising costs, expect to be hit the hardest by inflation with nearly half saying they will be significantly or somewhat impacted this Thanksgiving (48 per cent) and holiday season (53 per cent).  
Though inflation is top of mind for both hosts and guests, understandably hosts are the most concerned about inflation’s impact on their menus. Despite their concerns, almost half of hosts are planning to stick to what they would normally serve and are not planning to scale back their menu for Thanksgiving (43 per cent) and the holidays (45 per cent). On the contrary, 32 per cent will look for Thanksgiving cost savings by buying in bulk or opting for cost-effective menus, compared to 29 per cent of respondents looking to do the same for the holidays.

Additional survey findings include: 

Thanksgiving 

  • In 2021, only 21 per cent of Canadians celebrated Thanksgiving as they had in the past
  • 53 per cent modified their celebrations to a reduced group of immediate family or friends and 26 per cent did not celebrate at all
  • This year, although 18 per cent of those surveyed are still undecided on their plans, more than one-third (37 per cent) plan to host a celebration as they have in past, 25 per cent plan to attend a celebration and 4% plan to either host a celebration for the first time or go out to a restaurant,
  • 61 per cent expect to be celebrating Thanksgiving with larger groups of five people or more this year, while only 26 per cent plan to celebrate with smaller groups of four or less compared to 39 per cent who celebrated in smaller groups last year

Holiday 

  • In 2021, only 27 per cent of Canadians celebrated the holidays as they had in the past
  • 60 per cent modified their celebrations to a reduced group of immediate family or friends, and 13 per cent did not celebrate at all
  • This year, although 14% of those surveyed are still undecided on their plans, nearly half (43 per cent) plan to host a celebration as they have in past, while 30 per cent plan to attend a celebration and only 8% don’t plan to celebrate
  • 70 per cent expect to be celebrating the holidays with larger groups of five people or more this year, while only 21 per cent plan to celebrate with smaller groups of four or less compared to 39 per cent who celebrated in smaller groups last year

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