How COVID-19 Is Changing Thanksgiving

As the holidays approach and U.S. COVID cases continue to rise, Thanksgiving will look radically different from any other year. Qualtrics asked 1,010 Americans how they’ll spend the start of the holiday season. Respondents, especially those older than 55, plan to scale back their travel, spend far less time shopping in-person on Black Friday (and more time shopping online), and even avoid gatherings with friends and family. Here’s how people plan to stay safe with family, friends, and random strangers in the store.

Top COVID Cancellations

When asked which Thanksgiving traditions just have to wait this year

50
%

said no to in-person shopping on Black Friday

46
%

won't eat out during Thanks- giving break

Plan to Skip In-person Black Friday Shopping

Already at higher risk for the worst effects of COVID-19, older Americans are most likely to skip shopping on Thanksgiving weekend
0% 80%
18-24
36%
25-34
44%
35-44
43%
45-54
47%
55-64
66%
65+
67%

Love the Ones You're With

3
in
5

will avoid some friends and family because of risks

1
in
3

plan to spend Thanksgiving with different family members than usual

Improving the Shopping Experience

The Black Friday weekend is more important than ever for retailers this year. For customers that do venture out, here are the top reasons people plan to shop in person over the holidays
0% 50%
Offers and discounts in store
30%
To see products in person
29%
Support local business
24%
Get all my shopping done at once
24%

Learn more about the rebooted Thanksgiving experience