Nielsen: Thanksgiving Shoppers Going Back to Basics

SCHAUMBURG, Ill. — High sales of stuffing, red wine and cranberries are on the menu for retailers this Thanksgiving week.

According to Nielsen Co. projections, shoppers will spend more than $46 million on stuffing, stuffing mixes and frozen stuffing.

Consumers are also expected to serve nearly 14 million bottles of wine over the holiday. Pinot Noir and Riesling varieties are more popular during Thanksgiving week compared with other times during the year, and shoppers slightly favor red wine over white.

Nielsen’s estimates also show that sales of cranberries are expected to ring in at around $34 million, including fresh and canned varieties; shoppers will spend $14 million on sweet potatoes and yams; and $16 million will go toward eggnog purchases.

“Back to basics is the theme for Thanksgiving celebrations this year as consumers comparison shop and search for price deals on traditional fare,” said Todd Hale, senior vice president of consumer and shopper insights for the Nielsen Co., in a statement. “Expect grocery retailers to be aggressive with advertising, recipe ideas, price promotions and prepared Thanksgiving meal offers in order to maximize sales during this critical ‘food holiday’ — and to capture consumers who opt to cancel their holiday restaurant plans due to the current economic conditions.”

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