Rising grocery prices are expected to add pressure to holiday gatherings this year, but cutting back on traditional meals may not be on the menu for many Americans.
Half of Americans say higher grocery costs are making holiday hosting more stressful, according to Omnisend survey data shared exclusively with USA TODAY, even as a majority still plan to host or provide food for holiday meals with family and friends.
The findings come asfood-at-home prices were up 2.2% in August from a year earlier, Bureau of Labor Statistics data shows. Some holiday staples have climbed even more, including other uncooked poultry such as turkey, up 11.5%, and beef and veal, up 5.9%.
In the Omnisend
survey of 1,000 U.S. consumers, 53% said they plan to take part in holiday gatherings by hosting or bringing food, while 33% expect to spend more on holiday groceries and food than they did last year.
"Food is a connector. Hosting is a connector, and I think my guess is most people are not going to want to cut back on the groceries," Greg Zakowicz, ecommerce and retail adviser to Omnisend, told USA TODAY. "They might trade down the brand names, go with the cheaper option, but they're still going to want the tradition."
Zakowicz said some families could look for ways to share hosting costs, such as asking guests to bring dishes, rather than forgoing holiday gatherings altogether.
The survey also found that 20% of consumers feel pressure to "do it right" when hosting holiday gatherings.
Where are Americans shopping for holiday groceries?
When it comes to holiday grocery shopping, Walmart was the top choice among consumers surveyed.
About 37% of respondents said they plan to shop for holiday groceries at Walmart, compared with 11% who chose local or independent grocery stores and 10% who selected Kroger. Amazon followed at 7.5%, Target at 7%, Costco at 6.7% and Aldi at 5.8%, according to the survey.
Zakowicz said shoppers are focused on value and "looking for the best bang for the buck," particularly when buying holiday groceries.
He said retailers such as Walmart and Costco appeal to shoppers seeking value, store-brand options, and the convenience of buying multiple categories of products in one trip.
How are holiday shoppers trying to save?
Consumers are taking several approaches to keep spending in check this holiday season.
About 35% plan to use coupons or discount codes, while 27% expect to set a strict holiday spending budget and 23% plan to wait for sales before making purchases. About 19% said they expect to buy fewer items overall, according to the survey.
Many shoppers are also starting earlier. About 26% said they plan to begin holiday shopping earlier than usual, and among those consumers, 29% said they're doing so to spread costs across more paychecks.
"It's a cost conversation versus a gift-giving conversation," Zakowicz said.
The findings are similar toPwC’s Holiday Outlook 2026, which found consumers are spending carefully while holding on to traditions, including home-cooked meals and in-person gatherings.
Even with those efforts, 44% of consumers expect to carry holiday debt into the new year, according to the survey.
Zakowicz described the 2026 holiday shopper as "budget-minded and conscious."
But value won't always mean choosing the lowest price. Shoppers may be willing to spend a little more for perks such as faster shipping, extended return windows, or free returns, he said.
"It doesn't mean cheapest price," Zakowicz said.
This article originally appeared on USA TODAY: Higher grocery prices make holiday hosting more stressful, survey says
