by webSaver
November 10, 2025
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- Turkey dominates Thanksgiving dinner purchases, with over half of consumers (52.9%) choosing whole turkey, confirming that traditional proteins remain the safest category for promotional investment.
- Meat and protein is the clear budget priority, absorbing nearly 60% of Thanksgiving grocery spend, making it the category where discounts and loyalty incentives may have the greatest impact.
- Brand choice for turkey is highly price-sensitive, with two-thirds of shoppers (66.8%) saying coupons or cashback offers are extremely or very influential, highlighting an opportunity for brand switching at the shelf.
- Side dish brands face low loyalty, as 84% of consumers say they’re likely to try a new brand if it has a coupon, making side dishes a promotion-responsive area of opportunity in the holiday basket.
- Coupons are critical for budget management, with three-quarters of shoppers (75.5%) calling them essential or very important, underscoring how promotions directly support household affordability during high-spend holidays.
- Store loyalty is highly flexible at Thanksgiving, with 80% of consumers willing to switch grocery stores for better offers, signaling that strong promotional programs can drive retail traffic and market share.
Thanksgiving Dinner products Survey Results:
(Aggregate All Canada Data – Results can also be reported by Location, Age, Gender and Language)
1. Which type of protein do you most often purchase for Thanksgiving dinner? (Please select one)
2. Which grocery category do you spend the most on for Thanksgiving? (Please select one)
3. How much do coupons or cashback offers influence what brand of turkey you buy for Thanksgiving? (Please select one)
4. When shopping for side dish ingredients (Stuffing, potatoes, vegetables), how likely are you to try a new brand if it has a coupon or cashback offer? (Please select one)
5. How important are coupons or cashback offers in helping you stay within your Thanksgiving grocery budget? (Please select one)
6. Would you consider switching grocery stores for better Thanksgiving coupons or cashback offers? (Please select one)
The webSaver.ca member base is one of the deepest and richest independent grocery data sets in Canada.
In addition to data measurement by Location (Province, City, Region), Gender, Age and Language we have deep transactional and behavioural data on dozens of consumption categories including Fruits and Veggies, Snacks, Dairy, Bakery, Condiments, Meats, Home products and much more.
Does your CPG Brand need to better understand the attitudes of breakfast cereal consumers? Ontario seniors? Vegans? The after school snack consumption of young men?
Or whatever your specific consumer knowledge is, webSaver can help you get the answers you need to make better decisions.
With over 10 years leading the Canadian online coupons marketplace and 150 Million coupon issued we know coupons. We’ve worked with 90% of Canada’s leading consumer packaged goods brands providing them with the online coupons and cashback offer solutions that generate real value for their business. Whether your strategic objective is customer acquisition, customer lift (Increased transaction size and frequency) or customer retention webSaver can help.
