FMI Research: Holiday Shoppers Put Family Meals First & Lean on Grocery Loyalty Programs to Save

FMI's U.S. Grocery Shopper Trends 2026: Holidays finds 72% of shoppers say their store's loyalty program is essential to saving money and staying on budget

ARLINGTON, VA - Holiday food remains the centerpiece of the season, and shoppers are protecting it. According to U.S. Grocery Shopper Trends 2026: Holidays, released today by FMI - The Food Industry Association, 45% of shoppers are extremely or very concerned about rising prices for holiday foods, up 8 points from fall 2025. Yet shoppers say they would rather cut back on holiday clothing, décor or events than scale back their holiday feast, and many are turning to their grocery store's loyalty program to make the math work.

Shoppers also report feeling more in control of their grocery budgets. The share reporting a lot or some control over grocery spending rose 13 points since August, and average weekly grocery spending held steady at $172. FMI's U.S. Grocery Shopper Sentiment Index stands at 72 this fall, near its historical high.

"Food is what holds the holidays together, and shoppers are telling us they will protect the holiday meal even if it means trimming elsewhere," said Leslie G. Sarasin, president and CEO, FMI. "At the same time, they feel more in control of their grocery spending than any other major household expense for the first time since we began measuring in 2024, and their grocery stores are a big part of that confidence."

FMI conducted the survey in partnership with The Hartman Group. Data was collected online September 21-28, 2026, among a national sample of 1,467 U.S. grocery shoppers, weighted to align with the U.S. Census on key demographic distributions. Trended data comes from FMI's U.S. Grocery Shopper Trends studies and trackers fielded since 2020.

Key holiday findings include:

• Food defines a successful holiday. After a fun, harmonious time with family and friends (67%), a great homemade feast (52%) is what shoppers most associate with holiday success. Only 17% would cut back on food for holiday meals if needed, compared with 46% for holiday clothing and 45% for shows and events.
• Scratch cooking is back at Thanksgiving. Among shoppers planning a turkey, 59% will make it from scratch at home, up 16 points from 2025, while freshly prepared turkey fell 10 points to 19%. Turkey (68%), mashed potatoes (63%), stuffing (62%) and a warm vegetable side (50%) all rose versus last year.
• The meal is a team effort. Where at least one Thanksgiving dish is homemade, 95% of shoppers plan to help prepare the meal, and nearly as many are excited about the prep (90%) as the holiday itself (89%).
• Shoppers are ready to pivot. About a quarter (24%) are extremely or very concerned about holiday food out-of-stocks, but half (50%) would simply make a different familiar dish and 35% would try a new recipe.
• AI joins the holiday kitchen. Weekly AI use among shoppers rose to 27% from 19% a year ago, and 65% would like to use AI to help plan holiday meals, most often to find new recipes (34%) or festive ideas (27%).
• Shoppers want savings from their stores. When asked how grocers can make Thanksgiving prep easier, the top request is holiday discounts for loyalty program members (36%), followed by special displays for the holiday meal (29%) and for specific dishes (25%).

The report also shows grocery loyalty programs are one of the most practical tools shoppers have for saving this season:

• Shoppers see them as essential. 72% strongly or somewhat agree that their primary store's loyalty program is essential to helping them save money on groceries and stay within their budgets.
• Members find real value. 71% of shoppers have joined the loyalty program at their primary store when one is offered, and 95% of members find their program at least somewhat valuable (74% extremely or highly valuable).
• Savings are the top benefit. The most valued benefits all help shoppers save money: general everyday savings and discounts (95% find at least somewhat valuable), personalized savings and discounts (91%), points to use on a variety of items (90%) and gas savings or points (86%). General everyday savings are also the most frequently used benefit.
• Loyalty members enjoy shopping more. Shoppers who see their loyalty program as essential rate their primary store higher (85% vs. 79%) and are more likely to love or like grocery shopping (50% vs. 37%).
• Demand outpaces availability. Among shoppers whose primary store does not offer a loyalty program, 68% are extremely or very interested in having one.
• Those who could save the most are missing out. Where programs exist, 58% of shoppers earning under $35,000 are members, compared with 78% of those earning $150,000 or more. Among non-members, 18% say they didn't know about the program, and 28% give no particular reason for not joining.
  

"Loyalty programs are delivering exactly what shoppers need right now: everyday savings that help them stay on budget without giving up the holiday meals they love," Sarasin said. "The opportunity ahead is making sure all shoppers, especially those in lower-income households and younger consumers, know these savings are available and find them easy to use."

U.S. Grocery Shopper Trends 2026: Holidays is available at FMI.org/GroceryTrends.

Frequently Asked Questions on U.S. Grocery Shopper Trends 2026: Holidays

What is U.S. Grocery Shopper Trends 2026: Holidays?

It is FMI's holiday edition of its long-running U.S. Grocery Shopper Trends series, examining shopper sentiment, food price concerns, spending, loyalty program use and plans for Halloween, Thanksgiving, December holidays and New Year's.

How was U.S. Grocery Shopper Trends 2026: Holidays research conducted?

Data was collected online September 21-28, 2026, among a national sample of 1,467 U.S. grocery shoppers, weighted to align with the U.S. Census on key demographics. Trended data comes from FMI's U.S. Grocery Shopper Trends studies and trackers fielded since 2020.

How much do shoppers value grocery loyalty programs?

Highly. 95% of members find their primary store's program at least somewhat valuable, and 72% of shoppers with access to a program say it is essential to saving money and staying within budget.

Which loyalty benefits help shoppers save the most?

Shoppers most value and use savings-focused benefits: general everyday savings and discounts, personalized savings, points that apply to a variety of items, and gas savings. When asked to choose, 47% prefer general savings and discounts, 30% prefer personalized offers, and 23% have no preference.

What are the biggest Thanksgiving trends this year?

Shoppers are returning to scratch cooking, with 59% of those planning a turkey making it from scratch at home, up 16 points from 2025. Traditional staples like turkey, mashed potatoes and stuffing are all up slightly versus last year.

Who is the U.S. Grocery Shopper Trends 2026: Holidays report for?

Food retailers, suppliers, marketers and industry strategists planning holiday merchandising, promotions and loyalty programs, as well as media covering consumer and food trends.

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