Walmart is going aggressive on Thanksgiving pricing.
The retailer's 2025 Thanksgiving basket costs under $4 per person. That feeds 10 people for less than $40 total.
It's the lowest price since Walmart launched the program in 2022.
The basket includes over 20 items: • Turkey • Potatoes • Stuffing mix • Fried onions • Pie crusts • Boxed mac and cheese • Other holiday staples
Last year, the same basket cost about $7 per person. Walmart just cut the price nearly in half.
Walmart isn't alone in slashing holiday meal prices.
German discount chain Aldi launched a similar offer last week. The grocery chains are battling for price-conscious shoppers.
This comes as retailers prepare for the crucial holiday season. The period from November through January drives a huge share of annual sales: • Thanksgiving • Black Friday • Cyber Monday • Christmas
Retailers need strong holiday performance. That means aggressive pricing to attract customers.
American households are feeling financial pressure.
Persistent inflation keeps costs elevated. Lower-income shoppers especially feel the pinch. Trade policy uncertainty adds to economic anxiety.
Walmart's U.S. CEO said last week that customers "remained resilient and were spending at a healthy clip." But that doesn't mean they're not hunting for deals.
The Thanksgiving basket price cut is Walmart saying: "We know money is tight. Come shop with us."
This fits Walmart's broader approach.
The company has positioned itself as the value leader during tough economic times. Low prices have always been Walmart's core appeal.
In August, Walmart raised its full-year outlook. But the company also posted its first quarterly earnings miss in over three years.
That miss shows the balancing act retailers face: • Keep prices low to attract customers • Maintain margins to hit profit targets
Cutting the Thanksgiving basket price nearly in half squeezes margins. But it gets people in stores. Once there, shoppers might buy other items at regular prices.
This holiday season is crucial for retailers.
Economic uncertainty makes consumer behavior harder to predict. Will people spend freely? Or tighten budgets?
Walmart is betting that aggressive pricing drives traffic. Even if margins suffer on loss-leader items like the Thanksgiving basket, overall volume makes up for it.
The strategy also builds goodwill. Families remember who helped them afford Thanksgiving dinner during tough times.
Walmart's under-$4-per-person Thanksgiving meal is smart marketing and strategic pricing.
At less than $40 to feed 10 people, it removes a major holiday expense for budget-conscious families. That's meaningful when groceries feel expensive all year.
For shoppers, this is genuinely helpful. Feeding a large group for Thanksgiving typically costs much more. Walmart's bundle makes the holiday accessible.
For competitors, this creates pressure. Aldi already matched with a similar offer. Other grocers will need to respond or risk losing customers.
For Walmart, this is an investment. Take a hit on margins for the Thanksgiving basket. Gain customer loyalty and foot traffic that drives sales on everything else.
The timing matters. Announcing this in late October gives families time to plan and budget. It also generates positive headlines right before the holiday shopping season kicks off.
This isn't charity - it's business strategy. But it's strategy that genuinely helps families stretch their budgets during the holidays.
In an election year with economic anxiety running high, a $40 Thanksgiving dinner for 10 people is the kind of tangible relief people notice. Whether that translates to broader customer loyalty and strong holiday sales, we'll see in January earnings reports.
For now, Walmart is making a clear statement: We're the place to shop when money is tight. And heading into the holiday season, that message resonates.
