Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Turkey Wednesday 2022

Ethan Chernofsky
November 28, 2022
Turkey Wednesday 2022

While there are days that generate more hype – Black Friday, Cyber Monday – the peak of the grocery calendar is Turkey Wednesday. The missing items for the Thanksgiving meal or just the necessities to ensure a smooth holiday weekend can create a powerful demand that drives visits and transactions.

We dove into the location data to see how 2022’s iteration of grocery’s biggest traffic day stacked up against the unique heights in 2021 and before.

Up Big on 2019, Just Short of 2021

Turkey Wednesday 2022 marked a similar pattern seen throughout the year with the grocery sector up on its pre-pandemic standard, but down compared to the peaks hit in 2021. Visits to grocery stores nationwide were down 2.5% compared to the same day in 2021, but up 4.5% on the equivalent day in 2019. This indicates yet again that while visits may be reduced slightly compared to the year prior, the overall sector was given a long-term boost by the pandemic’s retail impact.

And looking at the comparison to pre-Turkey Wednesday averages shows that the grocery retail holiday has maintained its powerful draw. Visits were up 87.8% compared to average daily visits in the first nine months of the year and up 79.0% compared to the daily average of the three weeks prior.  

Diving into the Chains

A similar pattern was seen when breaking down the Turkey Wednesday visits to top grocery chains with 2022 data confirming observations from our recent white paper.  Traditional grocers such as Albertsons and Publix experience higher visitation peaks during Turkey Wednesday compared to limited-assortment grocers like Aldi, Lidl, and Trader Joe’s. 

This is an important takeaway as it reinforces the powerful role that many of these traditional, all-in-one grocery chains play - even in the face of rising competition from value and discount oriented competitors. The emphasis on proximity, regional expertise, and loyalty have given these chains a significant boost since the onset of the pandemic, and the strength appears to be lasting. It also reinforces important opportunities that exist within the grocery sector for revenue expansion including the opportunities for upsell and marketing value.

Spreading the Holiday Cheer

But, as we noted in our recent holiday trends white paper, superstores and dollar stores do also see an uptick in visits as a result of the pre-Thanksgiving prep. Comparing the Turkey Wednesday visits to the Q1-Q3 2022 average and to the average daily visits through the first three weeks of November, the chains analyzed showed a strong performance, although not as strong as the grocers experienced. 

The opportunity here is perhaps even stronger with chains like Target and Walmart possessing a unique capacity to turn a trip for one specific item into a much larger and more expansive basket. The recognition that the pre-Thanksgiving rush will drive visits is key to maximizing the impact of each of these visits. 

Even with the stress of inflation, several chains showed a strong performance on Turkey Wednesday 2022 when compared to 2018, and 2019 and only a slight dip when compared to the foot traffic of 2021. The significance here is crucial as it emphasizes one of the core pillars of strength for these retailers. When an opportunity arises to drive urgency for retail visits, these chains are often well-positioned to attract those visits and drive conversions.

Will Turkey Wednesday strength portend a similar pattern on Black Friday? 

Visit to find out.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Why Are Specialty Grocers Thriving in 2023?
The CAVA Craze: A Location Intelligence Perspective on the Mediterranean Marvel
How Will Primark’s US Expansion Impact Target?
All Eyes on Eyewear
Northwestern U.S. Grocery Dive
Return of the Lunch: Salad Chains Are Thriving
Retail Media Networks – Off the Beaten Track
Bet Your Bottom Dollar: Discount and Dollar Stores Drive Foot Traffic
Ulta & Lululemon: Discretionary Spending On The Up
The Score After Q1: Sporting Goods Chains
Who Uses NYC Airports: Biting Into The Big Apple’s Main Transport Hubs
Off Price: Strength in The Face of Retail Challenges
Visits Improve for Home Improvement
Walmart, Target & Wholesalers in Q1 2023 – The Return of Mission-Driven Shopping?
Department Store Roundup: Q1 2023 Office Index: April 2023 Recap Mall Index, April 2023 – A Rebound on the Horizon?
How Will Bed Bath & Beyond’s Bankruptcy Impact the Retail Space?
Buffet Restaurants: Filling Up on Foot Traffic
Thrift Stores: Vintage Visits Drive New Age in Apparel
The Windy City: A Hub of Post-Pandemic Opportunity
Diving into Dining Traffic - Q1 2023
Bring On The Joe
A Dollar (or more) For Your Thoughts: Five Below and pOpshelf
Dining Out With The Cheesecake Factory
Retail Foot Traffic Recap – March 2023
Digging Into 2023: McDonald’s and Chipotle Update Office Index: March 2023 Recap
How Did Key Retail Categories Perform in Q1 2023?
Northeastern USA Grocery Dive
Movie Theaters Storylines for 2023
Ollie's Bargain Outlet: Discounters are Evolving
Leveraging Brick-and-Mortar Retail in 2023
America’s Evolving Work Patterns: A Deep-Dive into New York and Chicago Mall Index March 2023
Tuning Into Record Stores
Five Franchises To Watch in 2023
What’s Next For Domestic Tourism?
It’s Showtime! Movie Theaters in the Spotlight
5 Limited Time Offers (LTOs) Driving Restaurant Traffic
Department Store Deep-Dive: Belk
Regional Grocery Chains Staying Ahead of the Competition
Five Chains that Rightsized for Success
Unlocking the Potential of Offline Retail Media Networks
Dining Out With Darden
What’s in Store for Self-Storage?
Nike & lululemon Update: Strong Performance Amid Expansion Plans
Many Ways to Win: Midwest Grocery Deep Dive
Retail, Reinvented: The Rise of the Pop-Up Shop
Navigating a New Normal in Business Travel & Commutes Office Index: February 2023 Recap
Retail Categories Staying Strong in Volatile Environment
Ulta Beauty: Poised for Success into 2023 Mall Index February 2023: Reasons for Continued Optimism
Catching Up With DICK’s & Hibbett
The Miami-Dade Arena: An Advertising Slam Dunk
Car Washes Revving Up Visits
Tuesday Morning and Sunrises in Home Furnishing
Dining & Valentine’s Day Recap
2023: The Year of the Discount Store
Aldi’s Success Highlights Growing Demand for Value Groceries
5 Retail & Service Categories Holding onto Pandemic Gains in 2023
Visitor Insights from Super Bowl 2023
2023 First Look: Home Improvement Update
How Are Target, Walmart, and Wholesale Clubs Faring in 2023?
Department Store Deep-Dive: Nordstrom
Off-Price: Taking Off in Uncertain Times
Checking in On Middle-Class Hubs
Who Attends the Super Bowl? Office Index: January 2023 Recap
Focusing On Fitness: Q4 and January Recap Mall Index: January 2023 – Returning Mall Normalcy?
Location Intelligence Insights Into Concert Attendance
Winning Dining Strategies for 2023
In-N-Out Burger: What to Expect as the Brand Moves East
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Migration Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In’s Q4 2022 Quarterly Index Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023 Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap