Outlook positive for seafood sales over Thanksgiving holiday

An advertisement for a Thanksgiving sushi platter from AFC.

Analysts and retailers are optimistic U.S. seafood sales will be solid this Thanksgiving holiday.

Ninety-one percent of U.S. consumers plan to celebrate Thanksgiving, while 5 percent are undecided, according to research firm Numerator, and more consumers – 61 percent versus 54 percent in 2022 – plan to cook this year.

Research firm Circana expects strong Thanksgiving grocery sales, as 79 percent of consumers say they and their families will celebrate Thanksgiving with their usual traditions. Thirty-four percent of those who plan to celebrate said they expect to pay more for groceries, but will purchase the same amount as last year regardless.

Were expecting a strong Thanksgiving overall for the at-home retail world in 2023,” Circana Executive Vice President Fresh/Protein Practice Leader Chris DuBois told SeafoodSource. “We will continue to see people travel and gather for celebrations, and more meals will be enjoyed at home versus 2019 levels.”

Sixty-three percent of shoppers plan to eat Thanksgiving meals at home versus 58 percent in 2022. While 59 percent of shoppers plan to purchase turkeys, 6 percent plan to purchase seafood or an alternative meat for their primary Thanksgiving entree, according to Numerator. Consumers in Western U.S. states are more likely to opt for turkey alternatives.

While turkey remains the centerpiece of the holiday meal, DuBois said he expects seafood to play a smaller but still important role an entertainment option in forms such as shrimp cocktail or seafood salad, or as a meal for small households. As a result, he expects strong promotions on salmon.

Sales of prepared foods have been

Photo courtesy of Circana


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