Butterball's 2026 Thanksgiving Report Highlights Traditions and Trends Among Hosts

Butterball® Togetherness Report™ Reveals 2026 Thanksgiving Outlook

As the season for Thanksgiving approaches, Butterball, LLC, a leading name in the turkey industry, has shared exciting insights with the release of its 2026 Togetherness Report. This annual holiday survey, conducted in July 2026, explores how Americans plan to celebrate Thanksgiving, focusing on shopping, cooking, and family traditions.

According to the report, a robust 85% of consumers intend to celebrate Thanksgiving this year, anticipating about 10 guests at their tables. Despite rising costs, hosts remain steadfast in their traditions, with many expressing that these changes will not alter their plans. The report highlights the key reasons for celebration: 64% look forward to spending quality time with family, 53% are eager to enjoy the food, and 34% seek relaxation during the festivities.

Preparing for Thanksgiving is no small feat, as hosts often find themselves balancing the joy of the celebration with the responsibilities of planning and execution. An overwhelming 85% of hosts wish for their guests to help out, yet only 38% take the initiative to ask for support. Cleaning duties are particularly challenging, with 49% of hosts indicating that post-meal cleanup is when they need the most assistance.

Turkey continues to uphold its status as the star of the Thanksgiving feast, with 84% of hosts planning to serve it this year. Among these, almost half intend to purchase a frozen turkey, while one in five prefer a fresh option. The report also reveals that turkey remains the highlight of the meal, beloved by 45% of respondents, followed by stuffing (42%), pie (29%), sweet potatoes (25%), and potatoes (22%).

Rebecca Welch, director of retail and international brand management at Butterball, emphasizes the significance of community support during Thanksgiving planning. She states, "There’s so much care that goes into the big day, and we heard from hosts that a little support can go a long way.” To aid Thanksgiving hosts, Butterball offers expert advice through its renowned Butterball® Turkey Talk-Line®, which will open on November 2. Over 50 Turkey Talk-Line experts will be available to assist cooks through multiple channels—phone, text, email, chat, and social media—until December 24.

Established in 1981, the Butterball Turkey Talk-Line has become a vital resource for millions of holiday cooks across the U.S. and Canada. Each November and December, trained experts provide guidance, answering questions from both English and Spanish-speaking callers.

For those interested in learning more about Butterball and the Turkey Talk-Line, they can visit Butterball.com.

With a legacy of bringing people together for over 70 years, Butterball has solidified its reputation as the most beloved turkey brand in the U.S. The company is committed not only to quality meat and food safety but also to humane animal care practices, earning it the distinction of being the first American Humane Certified™ turkey producer more than a decade ago. Based in Garner, North Carolina, Butterball employs over 7,000 individuals across its production facilities and offices in several states, including Arkansas, Illinois, Kansas, Missouri, and North Carolina.

As the Thanksgiving season draws near, Butterball’s Togetherness Report reiterates the importance of tradition, the joy of giving help, and the central role that turkey plays in Thanksgiving celebrations across America. Let’s embrace these cherished traditions as we prepare to gather with loved ones around the Thanksgiving table this year.