The Thanksgiving market is evolving with new, convenient meal solutions. Sam’s Club has unveiled a pre-cooked feast deal.
This approach aligns with consumer demand for affordable, ready-to-serve meals amidst inflation concerns.
The Thanksgiving season has always been characterised by family gatherings and lavish feasts. However, recent trends reveal a consumer shift towards more practical and affordable meal options. This shift is largely influenced by economic factors and changing consumer behaviours.
Companies are responding by offering competitive meal deals. Sam’s Club’s entry into the Thanksgiving meal market marks a significant development in this competitive landscape. Their offering focuses on convenience and cost-effectiveness, appealing to budget-conscious consumers.
Sam’s Club, a division of Walmart, has launched its Thanksgiving meal deal for the first time. Aimed at feeding up to 10 people for under £100, it offers a pre-cooked meal using its private label products.
This move follows Aldi’s launch of a Thanksgiving meal priced at £47, targeted at the same number of individuals. Walmart, Sam’s Club’s parent company, also offers a similar deal feeding eight people for under £7 each.
The rise of private label products is driven by inflation-weary consumers opting for cheaper options over well-known brands. This shift is evident among savvy shoppers seeking value for money.
A Butterball survey highlights this trend, reporting that 98% of consumers believe inflation will impact their holiday plans. This is a significant increase from 79% in 2023.
Unlike its competitors, Sam’s Club offers the convenience of a fully pre-cooked meal delivered to the customer’s door. This feature distinguishes Sam’s Club from others in the market.
The offering includes a whole hickory-smoked turkey, side dishes like macaroni and cheese and sweet potato mash, and a pumpkin pie for dessert.
Sam’s Club targets millennials and Gen Z shoppers, who constitute over 25% of its membership. These groups are known for their budget-conscious shopping habits and affinity for deals.
Myron Frazier, Senior Vice President of Private Brands at Sam’s Club, states that these consumers have a sharp eye for value.
Aldi’s basket features a Butterball turkey, traditional sides, and ingredients for cranberry sauce, all for £47. However, these items are not pre-cooked and require preparation at home.
Walmart offers 29 items, including a whole frozen turkey, but lacks the pre-cooked convenience of Sam’s Club offerings. This requires additional cooking time and effort from consumers.
The ability to gift meals through pick-up or delivery is available from Walmart, aiming at convenience, albeit not matching the fully cooked offering of Sam’s Club.
The Thanksgiving meal market is experiencing heightened competition, with Sam’s Club’s pre-cooked offering setting a new standard. The convenience and cost-effectiveness of these offerings reflect broader economic trends.
As the Thanksgiving meal market evolves, Sam’s Club stands out with its pre-cooked meal deal. This offering caters excellently to convenience-seeking consumers.
