Wisevoter
U.S.

Butterball Released 2026 Thanksgiving Holiday Report

New consumer survey data details American holiday celebration plans and turkey preparation habits.

Updated on Oct. 6, 2026 in Entertaining

Bold vector editorial illustration of a whole roasted turkey on a platter, representing traditional holiday meal planning.
A 2026 Butterball report highlights that 84% of American holiday hosts intend to serve turkey this Thanksgiving, underscoring the enduring popularity of traditional meal preparations. AI Illustration. Upload story photo >

Live Poll

Do you typically ask your guests to help with meal preparation during holiday gatherings?

Butterball has released its 2026 holiday report, finding that 85% of Americans plan to celebrate Thanksgiving with an average of 10 guests. The data reveals that 84% of hosts intend to serve turkey during their gatherings.

Why it matters

The report provides a snapshot of current holiday sentiment, highlighting that most consumers prioritize family time and food over other holiday activities. These trends help households gauge how their own plans compare to national norms.

Nearly half of hosts are expected to purchase a frozen turkey, while one in five plan to buy fresh. The report notes that 49% of hosts identify cleanup as the specific time they need the most assistance from guests.

The players

Butterball

Butterball is a major turkey producer headquartered in Garner, North Carolina, that operates facilities across states including Arkansas, Illinois, Kansas, Missouri, and North Carolina.

Circana

Circana is a market research firm that partnered with Butterball to conduct the survey of 1,374 U.S. adults.

The details

While 85% of hosts express a desire for guests to help with meal preparation, only 38% of hosts report actually requesting such assistance. Consumers surveyed indicated that family time is the most anticipated aspect of the holiday, cited by 64% of respondents.

Timeline

  1. The survey was fielded by Circana in July 2026.

  2. The Turkey Talk-Line opens for the season on November 2, 2026.

  3. The Turkey Talk-Line service ends on December 24, 2026.

Culture Shift

This holiday report follows a long-standing tradition of analyzing U.S. dining habits that began with the launch of the Butterball Turkey Talk-Line in 1981. It reflects a shift in modern entertaining where hosts are increasingly vocal about delegating tasks despite traditional hospitality norms.

Hosts can use these insights to set expectations with family members by requesting help with meal prep and cleanup before guests arrive. Understanding that most peers are also serving turkey can assist shoppers in planning their grocery runs around standard holiday availability.

The takeaway

Focusing on delegation early in the planning process can alleviate common stressors like post-meal cleanup. By normalizing requests for help, hosts can spend more time enjoying the family interaction that most Americans look forward to during the holiday.

What happens next

The Butterball Turkey Talk-Line will feature more than 50 experts providing cooking support to the public from November 2 through December 24, 2026.

Further reading

For more seasonal guidance on hosting, visit our Entertaining section.

More information

Find further turkey preparation tips on the Butterball official consumer information website.

Source note: This article includes information reported by Refrigeratedfrozenfood.

Live Poll

Do you typically ask your guests to help with meal preparation during holiday gatherings?