Beef’s Enduring Role in Holiday Celebrations

November 2025

From Thanksgiving to New Year’s, families gather around meals that bring comfort, spark joy, and create lasting memories. Amid economic uncertainty, consumers are rethinking how they celebrate. While budgets may be tighter, the desire to gather remains strong, and households are seeking meals that feel both festive and flexible. Beef continues to meet the moment, helping families celebrate in ways that are meaningful and manageable, whether through familiar centerpieces, small bites, or everyday dishes. This seasonal snapshot from the National Cattlemen’s Beef Association, a contractor to the Beef Checkoff, highlights how beef continues to meet consumer needs across a changing holiday landscape.

Stretching Dollars, Preserving Meaning

Economic pressure is reshaping how consumers plan, shop, and celebrate. According to PwC’s 2025 Holiday Outlook, 84% expect to cut back spending over the next six months due to rising prices, tariffs, and higher cost of living.¹ Yet even as budgets tighten, the desire to gather remains strong. Around three-quarters of consumers still plan to share a home-cooked meal with family or friends.¹ This underscores foods resilience as a non-negotiable part of the season, even as gatherings reflect greater focus on cost and contribution.

These financial pressures are prompting consumers to adapt in practical ways and prioritize value. Shoppers are reassessing budgets and priorities, leaning into cost-saving strategies such as searching for deals, couponing, stocking up, and freezing items ahead of time.² Brand preferences are shifting toward store brands, private labels, and discounted retailers, reflecting a willingness to trade down to preserve spending power for other areas.² At the same time, half of consumers express concern about the cost of hosting, with some planning to ask guests to contribute food or drinks.³ This adjustment reflects both practicality and a desire to maintain traditions.

The same mindset is evident in how consumers shop for and prepare meat. Some are reducing the amount purchased, choosing different cuts or proteins, or turning to more affordable options.⁴ Convenience is also shaping decisions: 85% of consumers say that time-saving shortcuts are important when preparing meat.⁵ More than half describe their typical meat preparation as a blend of items cooked from scratch and semi- or fully prepared items.⁵ These shifts point to the growing consumer demand for value and ease.

Tradition Reimagined

Holiday traditions remain a steady force, offering familiarity even as consumers adjust other parts of their celebrations. For many households, beef is central to that story, with prime rib and steak continuing as popular holiday selections.² These premium cuts reflect both tradition and a readiness to invest in meaningful occasions. Most (94%) consumers say they can be persuaded to spend more on meat when the occasion feels right, and over a third point to holidays like Thanksgiving and New Year’s as moments worth the splurge.⁵ 

Yet even as consumers show a willingness to invest in premium cuts, they are also balancing affordability and ease. Families want holiday meals that feel special but often need solutions that fit tighter budgets and limited prep time. That is why sauces, marinades, budget-friendly cuts, and appetizer ideas stand out—they serve as practical prep tools that stretch flavor and dollars while also functioning as versatile solutions, helping beef deliver both value and celebration.²

That adaptability also opens the door to occasions beyond the centerpiece holiday dinner. While beef anchors traditional celebrations, there is growing opportunity to extend its role in brunches, lunches, small bits, and casual gatherings.² The holiday season is not defined only by the main event, as it is filled with everyday moments and spontaneous get-togethers. Beef’s versatility allows it to meet both emotional and practical needs, helping consumers create simple yet meaningful experiences throughout the season.

Beef’s Seasonal Retail Momentum

Retail data underscores beef’s strong presence throughout the holiday season. While turkey sales reach their annual peak for Thanksgiving, beef rebounds strongly around Christmas and New Year’s, outperforming other proteins in dollar sales.⁶ Brisket consistently sees a sales spike throughout the winter holidays, while beef roasts peak at Christmas and see a smaller uptick around New Year’s.⁶ These trends reflect consumer menu planning, with beef emerging as the preferred protein for winter holidays.²

At the Heart of the Holidays

As holiday plans evolve, beef maintains its central role in the season. Its versatility spans from premium roasts that mark the season’s most meaningful moments to budget-friendly cuts and quick prep ideas that ease the holiday rush. The opportunity is to position beef not only as the centerpiece of holiday tables but also the ingredient that elevates the many moments in between. With a wide range of cuts and formats, beef fits any budget, family size, and occasion—allowing consumers to carry forward old traditions and create new ones.