Target has quietly raised the price of a generous grocery offer it rolls out to shoppers during the holiday season, as it sees increased consumer momentum in its stores.
In the second quarter of 2026, Target saw its comparable sales rise by 3.8%, while digital comparable sales grew 8.7%, according to its latest earnings report.
Placer.ai data also showed that overall foot traffic at Target stores increased by 4.7% year over year during the quarter.
On an earnings call in August, Target Chief Financial Officer Cara Sylvester said the company is “building momentum” and seeing “strong performance” across its business after lowering prices in its stores.
“Throughout the third quarter, we’ll continue giving our guests reasons to choose Target through differentiated own brands, exclusive partnerships, and compelling value,” said Sylvester. “We’ve already lowered prices on more than 10,000 items over the last 12 months and are planning for additional price reductions yet this year.”
Target raises price of annual Thanksgiving meal deal
While Target continues to eye price reductions in its stores, its annual Thanksgiving meal deal has become more expensive this year.
In a recent press release, Target announced a $30 Thanksgiving meal that feeds six people.
It consists of 11 grocery items: a Butterball turkey that weighs up to 10 pounds, cranberry sauce, a 3-pound bag of russet potatoes, condensed cream of mushroom soup, two cans of green beans, french fried onions, two take-and-bake baguettes, turkey gravy, and turkey stuffing mix.
Read more: Target gains ground in keeping customers from fleeing to Walmart
Target states that the Thanksgiving meal maintains last year’s $5-per-person value; however, it costs $10 more than last year’s meal deal, which served four people.
While its Thanksgiving meal deal went up in price, it expanded the assortment of its sides, pies, appetizers, wine and limited-time deals for the holiday, maintaining its $5 price point for these offerings.
Some of these items include: Favorite Day pies in new sizes and flavors like apple caramel crumb and more than 10 new Good & Gather frozen options, including blueberry and brie cheese sticks, honey cheese bites and feta cheese.
Target’s 2026 Thanksgiving meal deal is $10 more than what it was in 2025. James Leynse / Getty Images
How Target’s Thanksgiving meal deal stacks up against key rivals
The higher-priced Thanksgiving meal from Target comes as its competitors are also offering similar deals to attract price-conscious customers.
Amazon Grocery, for instance, is offering a $25 Thanksgiving meal deal that contains more items than Target’s.
It includes an 8-pound Butterball frozen turkey, cranberry sauce, two turkey gravy mix packets, two Kraft Mac & Cheese boxes, turkey stuffing, cream of mushroom soup, fried onions, evaporated milk, russet potatoes, two cans of whole kernel corn, whole carrots, two cans of cut green beans, crescent rolls, two pie crusts ,and organic pumpkin puree.
Amazon said its Thanksgiving meal deal is available through Nov. 26 while supplies last, and customers can get it delivered the same day they order at no additional cost.
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Walmart also recently unveiled its annual Thanksgiving meal, which costs $35, its lowest price yet. It contains 26 items and can feed 10 people. Some of these items include a Butterball turkey, corn muffin mix, green beans, dinner rolls and fresh cranberries.
Retailers are competing for shoppers with Thanksgiving meal deals as U.S. consumers feel the pressure of higher food prices and adjust their shopping habits.
According to Consumer Price Index data from the U.S. Bureau of Labor Statistics, food-at-home prices rose 1.8% in the 12 months ended September (not seasonally adjusted).
As prices rise, a recent survey from NielsenIQ found that 36% of U.S. consumers hosting or attending a Thanksgiving meal will hunt for deals, while 32% will use what they have on hand, according to a recent report from The Shelby Report.
Also, 21% will cut non-essentials or sides from their Thanksgiving meal this year, while 21% will use lower-cost brands or cuts, and 15% will buy smaller quantities. Additionally, 46% plan to purchase more store brands than they did last year for Thanksgiving.
“Consumers want the same Thanksgiving they’ve always wanted: a table full of favorite foods, enough leftovers for the next day and a memorable experience with family and friends,” said Chris Costagli, vice president of food thought leadership at NielsenIQ, in a statement to The Shelby Report.
“The difference is that they’re working harder to make that happen,” he continued. “We saw the beginnings of this in 2025, but in 2026 it looks less like a reaction to inflation and more like a new holiday shopping playbook.”
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