Industry leader’s holiday survey confirms Thanksgiving traditions remain strong, hosts welcome a helping hand, and turkey remains the favorite centerpiece

GARNER, N.C., Sept. 28, 2026 /PRNewswire/ — Butterball, LLC, the company known for the most recognized and loved* turkey brand in the U.S., today announced the findings of the 2026 Butterball Togetherness Report, which explores how hosts and guests plan to shop, cook and celebrate this Thanksgiving.

The annual holiday report reveals that 85% of consumers plan to celebrate Thanksgiving this year, with an anticipated celebration size of 10 people. Hosts are holding on to their traditions, with most saying even higher costs won’t change their plans. Consumers are looking forward to spending time with family (64%), followed by the food (53%) and relaxing (34%).

For hosts, preparing the Thanksgiving meal is a balancing act between enjoying the celebration and managing all the details. An overwhelming majority of hosts (85%) want guests to pitch in, but only 38% actually ask for help. When it comes to lending a hand, cleaning is especially welcome: 49% of hosts say final cleanup is when they need the most help.

As always, turkey remains at the center of the Thanksgiving table, with 84% of hosts planning to serve turkey this year. Nearly half of hosts plan to purchase a frozen turkey, while one in five plan to purchase a fresh turkey. Turkey also remains the 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.”

Founded in 1981, the Butterball Turkey Talk-Line is celebrating 45 years of answering holiday hosting questions. Opening on Monday, November 2, more than 50 Turkey Talk-Line experts are standing by via phone, text, email, chat and social channels through December 24. To learn more about Butterball and how to reach the Turkey Talk-Line, visit Butterball.com.

About Butterball
Butterball® is the best known and most loved* brand of turkey in the U.S. Bringing people together over wholesome homemade meals for more than 70 years, Butterball, LLC, provides retail and foodservice products to customers in more than 30 countries. The company is committed to being an industry leader in quality, food safety and animal care and well-being, and was the first American Humane Certified™ turkey company and has achieved certification for over a decade. Based in Garner, N.C., the company employs over 7,000 team members who work in production facilities, live operations and offices across Arkansas, Illinois, Kansas, Missouri and North Carolina. For consumer questions or information, visit Butterball.com or call the Butterball^® Turkey Talk-Line^®, 1-800-BUTTERBALL (1-800-288-8372).

About the Butterball Turkey Talk-Line 
One of the first national, toll-free consumer help lines, the Butterball^® Turkey Talk-Line^® has helped millions of consumers since its first season in November 1981. Each November and December, professionally trained turkey experts assist holiday cooks through the Turkey Talk-Line (1-800-BUTTERBALL), Butterball.com, Facebook, Twitter, Instagram, live chat and email in the United States and Canada. With more than 50 staff members, the Turkey Talk-Line has the resources to answer questions from both English- and Spanish-speaking callers. 

About The Butterball Togetherness Report: 2026 Thanksgiving Outlook
Butterball partnered with Circana to commission an online survey among a nationally representative sample of 1,374 U.S. adults. The survey was fielded by Circana in July 2026.

* Source: Kantar Brand Health Tracking Study December 2025 N=400 National Sample

Media Contact:
butterballmedia@edelman.com

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SOURCE Butterball, LLC