Name brand frozen vegetables are 15% cheaper this year, according to the Wells Fargo Thanksgiving Food Report. Private label frozen vegetables have risen slightly by 0.8%, narrowing the usual price gap ahead of the holiday.
National brands are offering more value as shoppers push for better deals. Strong growing conditions have supported the vegetable market, helping keep several categories stable. Fresh, IQF and canned vegetables are expected to be priced slightly higher than frozen, though bulk promotions at big-box retailers may help shoppers cut costs.
Cranberries, stuffing and prepared gravy mixes are 3–4% cheaper than last year. Private label continues to influence pricing here, especially as retailers expand ranges for holiday demand. National brand pumpkin pies are down 3%, while private label still leads savings in items such as stuffing, dinner rolls and gravy mix.
Prepared mashed potatoes — now one of the fastest-growing convenience categories — are down 1.5% from last year due to better crops and category competition. Pre-packed salad mixes increased by only 0.3%, with national and store brands closely matched on range and value.
Food-at-home costs in the CPI are up 2.7% year on year, but the Wells Fargo 10-person Thanksgiving basket is estimated to be 2–3% cheaper than last year. A full private-label menu comes in at around $80, compared with $95 for an all national-brand menu. Retailers are also offering more consistent pricing across stores, though turkey prices may vary due to high wholesale costs.
Why It Matters
Thanksgiving 2025 highlights a tighter pricing gap between national and private label. Several categories show national brands moving down faster, while private label still leads value in core holiday items. The overall basket is cheaper than last year, giving retailers and suppliers a clearer signal on consumer behaviour heading into the year-end period.
Editor’s Note: This article is based on data from the Wells Fargo Thanksgiving Food Report, supported by NIQ 52-week pricing data to 9 September 2025. All figures and category trends reflect the latest information published by Wells Fargo and FreshPlaza .
