Thanksgiving on budget: US retailers push cheaper private-label meals; here’s what Walmart, Target & more are doing

This Thanksgiving, retailers in the United States are leaning heavily on private-label products to promote what they say are the most affordable meal deals in years. Walmart, Target and Aldi are each highlighting cost savings ahead of the holiday, but the reductions come with trimmed menus and more store-brand substitutes.At Walmart, this year’s meal bundle includes nine Great Value private-label items out of a total of 15. A year ago, nine of the 21 items were from the retailer’s own brand, according to Reuters. The shift comes after the company removed ingredients such as onions, celery and broth, and introduced its own stuffing mix. The turkey has also changed. Instead of last year’s Honeysuckle White, priced then at 88 cents per pound, the meal now features the more recognisable Butterball turkey at 96 cents per pound.Walmart’s current bundle costs less than $40 and is designed to feed 10 people. Last year’s meal was priced at around $56 and fed eight. The number of items has also dropped, from 29 to 22, although the bundle includes multiples of staples like corn and green beans. Walmart declined to comment on the changes.The lower prices entered the political conversation this week. President Donald Trump, who has faced declining approval ratings on his handling of the economy, has repeatedly mentioned Walmart’s reduced pricing and claimed that holiday costs are down 25% from last year. When a reporter noted that the current basket includes fewer food items, Trump responded that he was not aware of that difference and called the suggestion “fake news.”Even outside holiday promotions, consumer behaviour mirrors what retailers are doing. A NielsenIQ survey from September found that 58% of shoppers are extremely worried about rising food prices, while 31% said they would opt for private-label brands whenever possible. Government figures show food costs in September were 2.7% higher than a year earlier. At the same time, U.S. consumer sentiment has fallen to its lowest point in three and a half years, and the longest government shutdown in U.S. history has caused delays in SNAP food aid payments, adding pressure for low-income households.“One of our most-asked questions in the store right now is ‘How do I save money on my food’?” said Stew Leonard Jr, CEO of the Connecticut-based Stew Leonard’s chain. “One of the things we recommend is definitely exploring private label.”Aldi has taken a similar approach. The discount supermarket, known for its private-label dominance, is offering a Thanksgiving spread for $40 to feed 10 people, down from $47 a year ago. The retailer swapped out last year’s Butterball turkey in favour of the cheaper Jennie-O variety, cutting around 30 cents per pound. Butterball is still available for shoppers who prefer it, priced at 97 cents per pound. Aldi has also replaced a single pie crust with a frozen two-pack and reduced pricing on carrots, potatoes and onions. Target’s seven-item meal kit also contains modifications, as per a Reuters report. This year, the retailer introduced its own-brand bread and frozen corn, eliminating nationally known products such as Del Monte green beans and Campbell’s Cream of Mushroom Soup. The kit remains priced at under $20 and is intended to serve four people, the same as last year. A Target spokesperson said that the selection varies slightly each year, based on shopper interest and product availability, adding that most customers do not buy their Thanksgiving items until the week before the holiday.