Target, seeing increased spending momentum in its stores, has quietly increased prices on generous grocery deals it’s rolling out to shoppers during the holiday season.
According to its latest financial report, Target’s comparable sales increased 3.8% in the second quarter of 2026, while digital comparable sales increased 8.7%.
Placer.ai data also shows that overall traffic at Target stores increased 4.7% year-over-year this quarter.
During an earnings call in August, Target Chief Financial Officer Cara Sylvester said the company was “building momentum” and seeing “strong performance” across the business after lowering store prices.
“Throughout the third quarter, we will continue to give our guests reasons to choose Target through differentiated private brands, exclusive partnerships and compelling value,” Sylvester said. “We have reduced prices on more than 10,000 items in the past 12 months and have further price reductions planned this year.”
Target raises annual Thanksgiving meal prices
While Target continues to work on lowering prices in its stores, its annual Thanksgiving meal is getting more expensive this year.
In a recent press release, Target announced it is offering a $30 Thanksgiving meal that feeds six people.
It consists of 11 grocery items: a 10-pound butter turkey, cranberry sauce, a 3-pound bag of russet potatoes, condensed cream of mushroom soup, two cans of green beans, French-fried onions, two ready-to-bake baguettes, turkey gravy and turkey stuffing.
READ MORE: Target makes progress in stopping customers from fleeing to Walmart
Target said the Thanksgiving meal will remain at last year’s price of $5 per person; however, it is $10 more expensive than last year’s meal for four.
While prices for Thanksgiving meals are rising, the company has expanded its offerings of sides, pies, appetizers, wine and holiday specials, which remain priced at $5.
Some of the products include: favorite day-of-the-day pies in new sizes and flavors like Apple Caramel Crumb, and more than 10 new Good & Gather frozen treats, including Blueberry & Brie Cheese Sticks, Honey Cheese Slices and Feta Cheese.
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How Target’s Thanksgiving meal deal stacks up against major competitors
As Target rolls out pricier Thanksgiving meals, its rivals are offering similar deals to attract price-conscious customers.
Amazon Grocery, for example, is offering a $25 Thanksgiving meal deal that includes more items than Target has.
Includes an 8-pound butterball frozen turkey, cranberry sauce, two packages of turkey gravy mix, two boxes of Kraft macaroni and cheese, turkey stuffing, cream of mushroom soup, fried onions, evaporated milk, russet potatoes, two cans of whole corn, whole carrots, two cans of diced green beans, crescent rolls, two pie crusts and organic pumpkin puree.
Amazon said the Thanksgiving meal deal ends on November 26, while supplies last, and customers can have it delivered on the same day they order at no additional cost.
More grocery news:
- BJ’s Wholesale customers to face big changes at stores
- Shift in customer behavior costs Kroger $12 billion
- Publix works to transform customer behavior
Walmart also recently launched its annual Thanksgiving meal, which is priced at $35, its lowest price yet. It contains 26 items and serves 10 people. Some of the items include buttered turkey, corn muffin mix, green beans, dinner rolls and fresh cranberries.
As U.S. consumers feel the pinch of rising food prices and adjust their shopping habits, retailers are vying for shoppers with Thanksgiving meal deals.
Household food prices rose 1.8% (not seasonally adjusted) in the 12 months through September, according to the Bureau of Labor Statistics’ Consumer Price Index data.
As prices rise, a recent NielsenIQ survey found that 36% of U.S. consumers hosting or attending a Thanksgiving meal will look for deals, while 32% will use what they have on hand, according to a recent report from The Shelby Report.
Additionally, 21% will cut back on non-essential items or side dishes from this year’s Thanksgiving meal, 21% will use lower-cost brands or cut back on ingredients, and 15% will purchase less. Additionally, 46% plan to purchase more store brands during Thanksgiving than last year.
“Consumers want the same Thanksgiving they’ve always wanted: a table full of favorite foods, enough leftovers for the next day, and unforgettable experiences with family and friends,” Chris Costagli, vice president of food thought leadership at Nielsen IQ, said in a statement to The Shelby Report.
“The difference is that they are working harder to make it happen,” he continued. “We saw the start of this in 2025, but by 2026 it’s looking less like a response to inflation and more like a new holiday shopping strategy.”
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