70�NOVEMBER / DECEMBER 2025 ABASTO.COM PER CAPITA TURKEY CONSUMPTION IN THE U.S. (2020-2024) OFFER A COMPLETE MENU AS A SALES DRIVER Supermarkets should not focus their strategy solely on the price of turkey. Te real opportunity lies in promoting complementary products. Creating themed displays that group turkey with ingredients for stu- fng, cranberries, potatoes, and des- serts can simplify shopping for consu- mers and increase basket value. Presenting combination ofers, such as discounts for purchasing mul- tiple items from the Tanksgiving menu, encourages customers to buy everything in one place. By Hernando Ramírez-Santos T hanksgiving 2025 is approa- ching, bringing one of the most signifcant opportunities for retailers. While turkey is the undis- puted star of the show, the key for su- permarkets lies in capitalizing on the consumer’s entire shopping basket. From stufng ingredients to spices, baking supplies, and beverages, the holiday drives demand for a wide ran- ge of items. With strategic planning, super- markets can transform their aisles into one-stop destinations, ofering everything families need for their ho- liday feast. TURKEY: A RETURN TO HIGHER PRICES After a slight drop in prices in 2024, projections for 2025 indicate that the cost of turkey could rebound. Te U.S. Department of Agriculture (USDA) has noted that reduced production in 2024 could lead to an increase in retail prices for the holiday season. Tis price adjustment also refects a recovery in the turkey population and moderation in input cost pressures, such as grain. GRAPH TURKEY PRICE TRENDS (2020-2024) CONSUMPTION TRENDS: LESS IS MORE? Despite changes in prices, turkey re- mains the centerpiece of the Tanksgi- ving dinner. It is estimated that more than 90% of Americans consume it for the holiday. However, per capita con- sumption has shown a slight decline in recent years, a factor that retailers should consider. Tis trend may be infuenced by factors such as the growing interest in vegetarian alternatives or the preference for smaller turkeys in more intimate gatherings. Advertising should focus on the complete experience: family, tradition, and, above all, food. Retailers who anticipate and capi- talize on consumer trends by ofering convenience and value across all menu items will dominate the 2025 Tanks- giving season. Turkey may be the star, but success lies in the complete show. SALES STRATEGY FOR THANKSGIVING DAY Combined promotions that link tur- key purchases with discounts on stufng, vegetables, or wine. Digital campaigns that reinforce the idea of a complete, accessible, and abundant dinner. Assortment diferentiation, with options for fresh, frozen, or smoked turkeys, tailored to diferent bud- gets. $0.90 $1.00 $1.10 $1.20 $1.30 $1.40 $1.50 $1.60 2020 2021 2022 2023 2024 DOLARES DOLARES 0 2020 2022 2021 2023 2024 2 4 6 8 10 12 14 16 THANKSGIVING 2025 HOW SUPERMARKETS CELEBRATE WITH FAMILIES FOOD INDUSTRY