From Screen to Store: How Potatoes USA is Driving Shoppers This Thanksgiving

DENVER – The Thanksgiving season is also peak potato season, and Potatoes USA is fueling retail demand through a variety of integrated consumer marketing initiatives aimed at inspiring shoppers to think about and buy potatoes at the grocery store this holiday and beyond.

“Thanksgiving week is the big game for potatoes. We know they’re already on shoppers’ minds and grocery lists,” said Kim Breshears, Chief Marketing Officer, Potatoes USA. “Our goal is to ensure that shopper momentum starts online and ends in the produce aisle with not only more potatoes in their baskets, but fresh new ideas for enjoying them.”

Among Potatoes USA’s Thanksgiving 2025 consumer outreaches:

• Say hello to “Potatoscapes:” Potatoes USA isn’t just putting potatoes at the center of the plate, it’s making them the centerpiece of the table: Potatoscapes content across social, blog, and PR channels encourages consumers to create edible tablescapes using potatoes in a variety of colors, shapes and sizes, highlighting their diversity and role in the holiday season.
• Getting hyped for Turkey (and Potato) Day: Every major event deserves its own hype video, and Potatoes USA kicked off the month with Potato Hype, showcasing how Potatoes USA is training for a Thanksgiving packed with potatoes. Within the first week of its launch, the TikTok video garnered more than 150,000 views and received strong, positive engagement.
• Three fresh takes on potatoes: The Potatoes USA culinary team created three recipes highlighting creative ways to serve potatoes – ideal for inspiring shoppers to add variety to their Friendsgiving menus outside of traditional preparation.  Each recipe demonstrates how potatoes can anchor the plate in fresh, versatile ways that drive meal ideas and seasonal sales. The recipes are featured on the organization’s Friendsgiving Pinterest Board and will be promoted in an upcoming social post.

“Thanksgiving consistently delivers the highest fresh potato volume sales of the year, driven primarily by russets, yellows, and white potatoes reaching their peak weekly sales[1],” said Nick Bartelme, global retail development manager at Potatoes USA.  

In 2024, the week of Thanksgiving generated incremental volume gains of at least 9% across all fresh potato types, with total fresh potato sales nearly 16% above the yearly average, according to Circana data[2].   

Fresh potatoes aren’t the only format benefiting from the holiday bump. Thanksgiving is also the top sales week for instant (dehydrated) potatoes, which are popular for mashed potato recipes, and the second-highest week for frozen potatoes.

“Potatoes USA’s goal with the marketing campaigns is to connect this built-in consumer excitement with in-store activations, serving as a silent partner to retailers nationwide and helping move more pounds through the produce department,” Bartelme said.

Momentum Extends Through December

Potatoes USA’s consumer outreach continues into December, keeping potatoes top of mind and top of the shopping list throughout the holidays:

• Holiday movies with a side of potatoes: Building on a TikTok trend where films inspire meals, Potatoes USA’s culinary team created dishes tied to holiday classics like Elf and Christmas Vacation, inviting followers to try the recipe during holiday movie nights.
• “Five Ways to Party with Potatoes:” This social and PR content series showcases potatoes as the perfect addition to any celebration, from office potlucks to festive gatherings.

Retailers interested in collaborating with Potatoes USA this holiday season and throughout the year may contact retail@potatoesusa.com

About Potatoes USA

As representatives of U.S. potato growers and importers, Potatoes USA’s mission is to strengthen the demand for potatoes through marketing and research. By launching impactful marketing campaigns; coordinating regional, national, and international market and production research; and establishing new trade markets, Potatoes USA promotes the benefits of potatoes to audiences across the globe, including consumers, foodservice operators, retailers, and health professionals. For more information on America’s Favorite Vegetable, please visit PotatoGoodness.com and PotatoesUSA.com.

[1] Circana Unify Integrated Fresh Retail Sales Week Ending 12/29/24

[2] ibid