Beef’s Enduring Role in Holiday Celebrations

From Thanksgiving to New Year’s, families gather around meals that bring comfort, spark joy, and create lasting memories. Amid economic uncertainty, consumers are rethinking how they celebrate. While budgets may be tighter, the desire to gather remains strong, and households are seeking meals that feel both festive and flexible. Beef continues to meet the moment, helping families celebrate in ways that are meaningful and manageable, whether through familiar centerpieces, small bites, or everyday dishes. This seasonal snapshot from the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, highlights how beef continues to meet consumer needs across a changing holiday landscape.

Stretching Dollars, Preserving Meaning

Economic pressure is reshaping how consumers plan, shop, and celebrate. According to PwC’s 2025 Holiday Outlook, 84% expect to cut back spending over the next six months due to rising prices, tariffs, and higher cost of living.¹ Yet even as budgets tighten, the desire to gather remains strong. Around three-quarters of consumers still plan to share a home-cooked meal with family or friends.¹ This underscores foods resilience as a non-negotiable part of the season, even as gatherings reflect greater focus on cost and contribution.

These financial pressures are prompting consumers to adapt in practical ways and prioritize value. Shoppers are reassessing budgets and priorities, leaning into cost-saving strategies such as searching for deals, couponing, stocking up, and freezing items ahead of time.² Brand preferences are shifting toward store brands, private labels, and discounted retailers, reflecting a willingness to trade down to preserve spending power for other areas.² At the same time, half of consumers express concern about the cost of hosting, with some planning to ask guests to contribute food or drinks.³ This adjustment reflects both practicality and a desire to maintain traditions.

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