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Are Grocers Helping Reduce Stress for Thanksgiving Cooks?
According to a survey of U.S. adults from CivicScience, family drama (cited by 27% of respondents) was the most stressful part of the Thanksgiving holiday, but following close behind was cooking/grocery shopping (22%).
Overall, 71% of respondents felt some form of stress when thinking about Thanksgiving. Other aspects adding to discomfort include trying to lose weight, travel, political conversations, and impending house guests.
Rising food costs have also arrived over the last two years to create tension for cooks. A recent survey from Advantage Solutions found 50% saying inflation will alter their Thanksgiving food spending.
Grocers responded this year by serving up aggressive discounts several weeks before the big day to help with both budgeting and planning.
In mid-October, Aldi announced that starting Nov. 1, price reductions of up to 50% would be offered on seasonal favorites, from gravy to cranberries and pumpkin pie, as well as staples such as butter and flour. Dave Rinaldo, president of Aldi U.S., said, “With inflation still looming, we’re providing shoppers extra relief to make the holidays a time for celebration, not stress.”
On Nov. 1, Target announced a promotion for a Thanksgiving meal that serves four for under $25 while touting same-day drive-up and delivery options. Target said that customers “can have their entire Thanksgiving meal delivered to their trunk in minutes upon arriving in the parking lot or to their home in as soon as one hour.”
Walmart this year is offering two Thanksgiving meal options: one for customers who like to cook from scratch, and another for those who prefer ready-to-bake options, and both are even cheaper than last year.
Other grocers are also offering heat-and-eat options to reduce kitchen stress, including Costco promoting a $200 Thanksgiving meal kit. However, those catering are increasingly competing with restaurants. A survey of U.S. adults last year from Popmenu found that 45% plan to order their entire Thanksgiving meal or various dishes from restaurants.
Many grocers, including Kroger, offer advice for cooks on reducing Thanksgiving stress, including sticking with “tried-and-true” recipes, making sides or doing prep work beforehand, and delegating day-of tasks.
A Huffington Post article also suggested several coping mechanisms to handle other day-of stresses created by “too many cooks in the kitchen,” picky eaters, and other triggers, including understanding you can’t please everyone. Sharon Salzberg, a meditation teacher and best-selling author, told the publication, “We can’t prevent stress altogether, but we can keep rebounding from it.”
Discussion Questions
What should grocers be highlighting to reduce the stress and anxiety that comes with hosting and cooking a Thanksgiving meal? How would you rank the biggest stress triggers for cooks on the holiday? What would be your advice to Thanksgiving cooks?
Poll
Loading …BrainTrust
Neil Saunders
Managing Director, GlobalData
Lisa Goller
B2B Content Strategist
There are a lot more prepared meal options these days and that is very helpful for those wanting simplicity and ease on Thanksgiving. From fully catered dinners containing everything needed for a meal, to off-shelf ready prepared sides and main courses, retailers have got a lot better at providing convenience for the shopper. All that said, I still find most US retailers are a bit behind the curve on quality ready meals. If you want to see what brilliant ready-prepared holiday food looks like, go visit Marks & Spencer at Christmas! No one does holiday food like M&S!
Only 71% of respondents felt some form of stress when thinking about Thanksgiving…??? Only 71%…??? Sounds low based on conversations I have been in lately. When the moment of the meal finally arrives, it can be a wonderful event indeed. But the many moments leading up to the meal are saturated with stress. Whether it’s meal planning or travel, there’s just nothing calm and relaxing about it. So if grocers can somehow focus and simplify peoples lives, that’s huge.
I think the temptation for cooks is to think they have to serve up just one more dish…just one more. Because the uncle has this favorite and the grandparents have a different favorite. And pretty soon there’s enough food for double the people. If a grocer can help narrow the breadth of the menu, that’s a huge help to the cook.
Grocers’ affordable pricing, omnichannel options and helpful content show deep empathy for Thanksgiving hosts. Cooks will feel truly grateful for these thoughtful offerings, which reduce holiday anxiety.
Trying to please everyone is a recipe for stress for holiday cooks. Family feuds (beyond Packers vs. Lions fans) can add tension to an otherwise exquisite meal. Too many cooks in the kitchen can feel suffocating.
Leave perfectionism for Martha Stewart. You can’t control how other people behave, so try your best, keep things simple, laugh off bloopers and enjoy the best of this holiday. Happy Thanksgiving!
I don’t know where right-wing TV commenters are purchasing their turkeys, but my giant bird that will feed the whole family cost a little over $6.00.Grocers really came through this year, and that makes this Thanksgiving a joy!
Ready to go/ready made meals, by a long shot. As far as “stress triggers” go, I believe whatever stress is experienced is NOT about the cooking…it is about other issues that manage to surface during the cooking/the eating/the cleaning up. You want stress, move forward to Christmas!!! THAT is a stressful Holiday. Thanksgiving-not so much.
No advice for cooks except to consider prepared or semi prepared Thanksgiving ingredients & entrees. Supermarket need to learn from restaurants, which have done a terrific job of offering Thanksgiving meal options. Even better, would be for supermarkets to partner with local restaurants to offer everything from center of plate to all of the non food aspects of the festive meal (flowers, paper products, etc.).
We’ve seen substantial progress by so many grocers in offering cooked Thanksgiving meals for sale.
And fortunately in recent years, grocers, especially independents have really upped their game from a quality perspective by adding more ways to shop for heritage birds, specially made treats on top of ordering pre-cooked meats and meals. In addition, customers are being able to add sides, grocery staples and even wine pairing at the ready.
Reducing stress means home cooks and hosts get to not only spend more time with their guests, but are also enjoying good tasting food without extra steps and hassle. That’s value and stress reduction.