Industry Overview

"Meat of the Matter"
History of Thanksgiving

The Five "F's" of Thanksgiving

  • This shot makes me thirsty! I love how this shot turned out. I was about 10 meters above the ground with my Mavic Pro. This is a small winery in the mid-Willamette Valley outside Salem, Oregon. This is one of the biggest wine-producing areas in the country and it makes for some wonderful evening drone flights.
    Farm
    • There are 74,276 vegetable farms contributing to your Thanksgiving feast. Of these, there are 16,554 potato and 4,798 sweet potato farms; 8,471 carrot growers; 6,012 farms growing green peas; 20,784 farms growing sweet corn; 22,704 squash growers 

    • In 2016, America's farmers produced a whopping 1.6 billion lbs. of pumpkin for pumpkin pie. They also produced 7 billion pounds of corn, 44 billions lbs. of potatoes, and over 3 billion lbs. of sweet potatoes 
  • <span style="color:rgba(134, 76, 2, 1)">FEAST</span>
    FEAST
    • A typical Thanksgiving meal with appetizers, main dishes, side dishes and a slice of pecan pie has 3,150 calories and 159 grams of fat. The average American will eat more than 4,500 calories on Thanksgiving Day ​

    • In 2017, Americans ate over 45 million turkeys, weighing 16 pounds on average. America's second favorite Thanksgiving dish after turkey is actually stuffing, while their favorite desert is pumpkin pie
  • <span style="color:rgba(134, 76, 2, 1)">Football</span>
    Football
    • After dinner and dessert, many households gather around the television to watch Thanksgiving Day football games. On average, the three NFL games total 60-90 million viewers each year ​

    • Every year the Detroit Lions and Dallas Cowboys play at home on Thanksgiving. This year the primetime evening rivalry matchup will be our hometown Baltimore Ravens against the Pittsburgh Steelers
  • las4estaciones
    Family
    • 96% of American families gather to celebrate Thanksgiving, making it the most popular American holiday. 28% of Americans will have more than 12 people at their Thanksgiving meal

    • 55 million Americans travel each year for the holiday. Most Americans will drive, but 4-5 million Americans every year will fly to their location. The average Thanksgiving trip length is 214 miles 

    • Known for being one of the most popular holidays for travel, Thanksgiving will be celebrated a bit differently this year

    • AAA anticipates travel to drop by 10% from 55 Million travelers to 50 Million. Of those 50 Million they anticipate 47.5 Million to travel by car
  • <span style="color:rgba(134, 76, 2, 1)">Friday</span>
    Friday

    • Once Thanksgiving dinner is finished, many Americans visit favorite retail stores and online websites to begin holiday shopping. In 2018, 165 million Americans shopped on Thanksgiving weekend


    • During the November and December holiday shopping period, retail sales totaled $707.5 billion

FUN FACTS:
Workflow of Thanksgiving

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ONE

Raising the Turkey

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TWO

Transporting the Turkey

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THREE

Packaging the Turkey

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FOUR

Eating the Turkey

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FIVE

Celebrating

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SIX

Napping

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SEVEN

Indulging

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EIGHT

Going for Seconds

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VOLUNTEERISM

Thanksgiving is a great opportunity to give back to those less fortunate. Americans donate astonishing amounts to charity: total donations to charitable organizations was $410.02 billion in 2017 (2.1% of GDP)

In the spirit of Thanksgiving, GivingTuesday was created in 2012. Giving Tuesday refers to the Tuesday after Thanksgiving, which is recognized nationally as a day dedicated to doing good

  • This global generosity movement raised $1.9 Billion in 2019
  • As a whole, the hashtag #GivingTuesday received over 20.1 Billion social media impressions in 2019 

11% of Americans say that volunteering is their favorite Thanksgiving tradition over food, football, and shopping

According to the Bureau of Labor Statistics (BLS) Data about American Thanksgiving Volunteer Trends:

  • The leading volunteer organizations are generally religious or educational at 35% and 27% respectively 
  • Other leading volunteer organizations are typically community, hospital, and profession focused ranging from 7% -14%

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MACRO

Economy: COVID has severely affected the economy in 2020. However, Thanksgiving weekend will provide a much-needed boost to economic activity through increased travel, food, and shopping

  • Travel - AAA anticipates travel to drop by 10% from 55 Million travelers to 50 Million. Of those 50 Million they anticipate 47.5 Million to travel by car
  • Food – Americans are expected to spend over $1 billion on their Thanksgiving meal.  This projection is a result of the increase in price per pound of turkey, and to smaller gatherings, thus more smaller meals 
  • Shopping - Black Friday shopping will inevitably look different this year due to COVID as consumers pivot to online shopping. Retailers are pushing out Black Friday deals days in advance of the actual holiday. Sales are anticipated to decline only 7.5% YoY, totaling $11 billion

Entertainment: The Macy's Thanksgiving Day Parade traditionally has around 50 million viewers, and the National Football League hosts 3 games on Thanksgiving with average audiences ranging from 60-90 million

  • Macy's Day Parade – Viewers this year will tune into a shortened version of the parade on their TV screens
  • NFL Football – The Steelers and the Cowboys will be permitted to host a reduced number of fans this Thanksgiving. All other fans must watch the game from their homes
southwest nevada one

MICRO

Family: 88% of people say family is what they are most thankful for. With Covid-19 restrictions increasing, families may choose to celebrate with their immediate families only

Food: Americans consume a whopping 1.2 trillion calories on the holiday

  • The average American will consume a hefty 3,000 calories on Thanksgiving -- for dinner alone. Drinks, dessert and appetizers can bring the total calorie count to 4,500, according to the Calorie Control Council

Household Expenditure: Roughly 46 million turkeys are sold every year for the holiday and total turkey sales could reach $552+ million. The average cost of a 10-person Thanksgiving dinner comes out to about $48.90 per person and total Thanksgiving sales will surpass $1 billion this year based on our estimates 

Wine: 63% of adults are planning to open a bottle of wine, with beer and spirits trailing at 19% and 10%, respectively

Shopping: The average person's spend during Thanksgiving weekend is $313. The majority of spending this year will take place on computers or smart phones due to Covid-19 and store closures

<span style="color:rgba(134, 76, 2, 1)">MICRO</span>

<span style="color:rgba(134, 76, 2, 1)">Industry Overview</span>
Industry Overview

"MEAT OF THE MATTER"

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Thanksgiving Oven Roasted Turkey
Industry Trends

"THE TURKEY"

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<span style="color:rgba(134, 76, 2, 1)">Survey Findings</span>
Survey Findings

"FAMILY OPINIONS"

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Properly preparing fresh, uncooked produce is a must, and with this in mind, the elderly woman pictured here was teaching her grandson how to do just that, while peeling a number of potatoes. She was imparting her knowledge of how to safely use a knife to accomplish the peeling. During such activities, when using sharp instruments, injury prevention need be foremost in one’s mind.
EXPERT INTERVIEWS


"FROM THE COOKS"

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<span style="color:rgba(134, 76, 2, 1)">TAKEAWAYS</span>
TAKEAWAYS



"LEFTOVERS"

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