Thanksgiving value competition is underway, with Aldi and Lidl US both rolling out holiday meal baskets priced to feed 10 people for less than $40, while new research from Butterball shows consumers intend to hold on to their holiday traditions despite higher costs.
The dueling promotions land as Butterball’s 2026 Togetherness Report finds 85 percent of consumers plan to celebrate Thanksgiving this year, with an anticipated gathering size of 10 people, the same number both discounters built their baskets around.
Aldi: Classic meal for under $39
Aldi is offering a classic Thanksgiving meal for 10 for less than $39, or under $4 per person, with no coupons, loyalty cards, minimum purchases or memberships required. The meal includes a 16-pound turkey, stuffing, sweet potatoes, dinner rolls, cranberries, peas, carrots, celery, pumpkin pie ingredients, milk and whipping cream.
The retailer built this year’s basket around the core items tracked in the American Farm Bureau Federation’s Thanksgiving Dinner Cost Survey, making it easy for shoppers to compare prices. Over the last five years, Aldi says its shoppers have saved an average of 26 percent on a classic Thanksgiving meal compared to the national average reported by AFBF.
“Thanksgiving shouldn’t require a calculator or a coupon strategy,” said Atty McGrath, CEO of Aldi. “At Aldi, shoppers can put a 16-pound turkey and the Thanksgiving classics on the table for 10 people, all for under $39. No hoops. Just a really good meal at a really good price.”
The items are available Oct. 14-Nov. 25, marked with a turkey logo on in-store shelves. New this year, customers can add the entire shopping list to their online cart in one click for curbside pickup or delivery at ALDI.us.
Lidl: $35.86 basket with price-match promise
Lidl US will offer Lidl Plus members the ingredients for a Thanksgiving meal serving up to 10 people for $35.86 from Nov. 11-25. The basket includes a 14-pound Shady Brook Farms frozen whole turkey plus the makings of stuffing, gravy, mashed potatoes, sweet potato casserole, green bean casserole, macaroni and cheese, rolls and pumpkin pie.
Starting Nov. 11, the retailer also is backing the basket with its 2026 Thanksgiving “Never Beaten on Price” promise, matching the comparable total price of the Thanksgiving basket at Walmart and Aldi.
“Our 2026 Thanksgiving Never Beaten on Price promise is about giving customers confidence,” said Alan Barry, CEO of Lidl US. “When families come to Lidl US for Thanksgiving, they should know we are standing behind the value of their entire basket.”
Throughout November, Lidl US will temporarily reduce the prices of 100 products each week, and Lidl Plus customers who make a qualifying purchase once each week during the month can earn up to $25 extra in the Lidl Plus app in December. The retailer says it has reduced prices on more than 1,500 products this year.
Lidl US also will give every employee a free turkey, in addition to the existing 10 percent employee discount, and all stores will close on Thanksgiving Day.
“Our employees are the heroes who make Lidl possible every day,” said Mark Lacey, executive VP and chief people officer at Lidl US. “Giving every colleague a turkey in addition to their 10 percent employee discount is our way of saying thank you. And by closing our stores on Thanksgiving, we’re making sure our colleagues have the opportunity to be with their families and celebrate the holiday together.”
Butterball: Traditions intact, turkey still the centerpiece
Butterball’s annual Togetherness Report, an online survey of 1,374 U.S. adults fielded by Circana in July, found hosts are holding on to their traditions, with most saying higher costs won’t change their plans.
Key findings
- 85 percent of consumers plan to celebrate Thanksgiving this year, with an anticipated celebration size of 10 people.
- Consumers are most looking forward to spending time with family (64 percent), followed by the food (53 percent) and relaxing (34 percent).
- 84 percent of hosts plan to serve turkey. Nearly half plan to purchase a frozen turkey, while one in five plan to buy fresh.
- Turkey remains the favorite part of the meal (45 percent), followed by stuffing (42 percent), pie (29 percent), sweet potatoes (25 percent) and potatoes (22 percent).
- 85 percent of hosts want guests to pitch in, but only 38 percent actually ask for help; 49 percent say final cleanup is when they need the most help.
“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 Nov. 2, more than 50 Turkey Talk-Line experts will be available via phone, text, email, chat and social channels through Dec. 24.
Aldi operates more than 2,500 stores in 39 states.
Lidl US, part of Schwarz Group, operates more than 200 stores in nine East Coast states.
Garner, North Carolina-based Butterball provides retail and foodservice products to customers in more than 30 countries.