Survey finds Thanksgiving traditions hold steady, hosts want more help from guests and turkey stays at the center of the table.
Butterball LLC has released the findings of its 2026 Butterball Togetherness Report, which explores how hosts and guests plan to shop, cook and celebrate Thanksgiving this year. Butterball partnered with market research firm Circana on the report. It is based on an online survey of a nationally representative sample of 1,374 U.S. adults conducted in July 2026.
According to the report, 85% of consumers plan to celebrate Thanksgiving this year, with an anticipated gathering size of 10 people. Most hosts said higher costs won't change their plans. Consumers said they are most looking forward to spending time with family (64%), followed by the food (53%) and relaxing (34%).
Most hosts (85%) said they want guests to pitch in, but only 38% ask for help. Asked when they need help the most, 49% of hosts pointed to final cleanup. Turkey remains the Thanksgiving centerpiece for most hosts, with 84% planning to serve it this year. Nearly half of hosts plan to buy a frozen turkey, while 1 in 5 plan to buy a fresh one. Respondents also named turkey as their favorite part of the Thanksgiving meal (45%), followed by stuffing (42%), pie (29%), sweet potatoes (25%) and potatoes (22%).
"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," said Rebecca Welch, director of retail and international brand management at Butterball. "From trusted advice from our Butterball Turkey Talk-Line experts to an extensive seasonal product portfolio, Butterball continues to support Thanksgiving hosts when it matters most."
The Butterball Turkey Talk-Line, founded in 1981, is celebrating 45 years of answering holiday cooking questions. The line opens Nov. 2, with more than 50 experts available by phone, text, email, chat and social media through Dec. 24. Consumers in the U.S. and Canada can reach the line at +1.800.288.8372, with help available in English and Spanish.
Based in Garner, North Carolina, Butterball employs more than 7,000 people at production facilities, live operations and offices in Arkansas, Illinois, Kansas, Missouri and North Carolina. It sells retail and foodservice products to customers in more than 30 countries. The company said it was the first turkey company to receive American Humane Certified status and has held that certification for more than a decade.
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