High grocery prices add pressure to holiday gatherings

By the Editorial Team · Tuesday, September 22, 2026

Rising grocery prices, including an 11.5% increase in poultry costs, are causing many Americans to adjust their holiday shopping strategies while still planning to celebrate traditional gatherings. Despite financial pressures, over half of surveyed consumers intend to host or contribute to holiday meals, often using budget-conscious tactics like coupons, early shopping, and sharing hosting duties to manage expenses.

Rising grocery prices are putting additional financial pressure on Americans as they prepare for holiday gatherings this year, according to recent survey data, though many are still committed to maintaining traditional celebrations.

Data from the Bureau of Labor Statistics showed that food-at-home prices increased by 2.2% in August compared to a year earlier, with certain staples experiencing even sharper rises. Poultry, including turkey, climbed 11.5%, while beef and veal prices rose 5.9%. Despite these increases, a survey conducted by Omnisend of 1,000 U.S. consumers found that 53% plan to participate in holiday gatherings by either hosting or contributing food. Additionally, 33% expect to spend more on holiday groceries than they did last year, highlighting the challenge of balancing rising costs with festive expectations.

Greg Zakowicz, an e-commerce and retail adviser to Omnisend, noted that while many consumers are likely to look for more affordable options or switch to generic brands, most do not intend to scale back on traditional holiday meals. Instead, some households may share hosting responsibilities or ask guests to bring dishes as a way to manage expenses without sacrificing the social aspects of the holidays.

The survey also revealed that 20% of respondents feel significant pressure to “do it right” when hosting, underscoring the importance placed on maintaining customary celebrations despite financial hurdles.

Regarding shopping preferences, Walmart emerged as the most popular destination for holiday groceries, with 37% of respondents indicating they plan to shop there. Local and independent grocery stores were chosen by 11%, followed by Kroger at 10%. Other retailers such as Amazon, Target, Costco, and Aldi were selected by smaller shares of consumers, ranging from 7.5% to 5.8%. Zakowicz attributed Walmart’s popularity to its ability to offer value through store-brand products and the convenience of one-stop shopping, traits shared by other large retailers like Costco.

In efforts to stretch holiday budgets, consumers are adopting various strategies. About 35% plan to use coupons or discount codes, 27% intend to set a strict spending budget, and 23% aim to wait for sales before buying. Nearly one-fifth expect to purchase fewer items overall. Earlier holiday shopping also appears to be a tactic for managing expenses, with 26% of respondents saying they will start their shopping sooner than usual; among these shoppers, 29% cited spreading out costs across multiple paychecks as a motivating factor.

Despite these measures, 44% of consumers anticipate carrying holiday-related debt into the new year. Zakowicz described the typical holiday shopper as “budget-minded and conscious” but pointed out that value does not always equal the lowest price. Many shoppers are willing to pay a premium for benefits such as faster shipping, longer return periods, or free returns.

Overall, the findings suggest that while Americans face economic challenges related to rising grocery costs, the desire to uphold holiday traditions through food and gathering remains strong, with shoppers adjusting their approaches to balance cost and celebration.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.