If 2024 showed us anything, it’s that Thanksgiving is no longer just a holiday — it’s a battleground for grocery retailers fighting for wallet share. With inflation cooling but consumer budgets still stretched, grocers in 2025 are racing to position themselves as the cheapest, the most convenient, or the most innovative option on the holiday menu. From 25-cent turkeys to fully-loaded meal bundles for under $20, this year’s price war reveals how far retailers are willing to go to pull shoppers into their stores.

Walmart is pushing a Thanksgiving meal for under $4 per person, feeding about 10 people for roughly $40. The bundle features a ~13.5-lb Butterball turkey at about $0.97/lb, supported by a curated lineup of traditional sides. But here’s the nuance: Walmart’s 2025 bundle is cheaper than last year’s because the retailer reduced the number of items and changed the product mix.

Target is making headlines with its $20 Thanksgiving meal bundle for four people, the lowest holiday meal price the retailer has ever offered. The deal centers on a Good & Gather frozen turkey at $0.79/lb — one of the most competitive price points in the market — plus essentials like potatoes, stuffing, corn, gravy, bread, and cranberry sauce. Target pairs this with price cuts on 3,000 grocery and essential items, turning its holiday push into a broader value campaign.

Amazon has quietly become one of the season’s strongest value players with a $25 Thanksgiving meal kit feeding five people. The bundle includes an 8-lb Butterball turkey, stuffing, potatoes, green beans, and a pie — delivered through Amazon Fresh. It’s a convenience-first play: Amazon isn’t trying to beat Walmart’s per-person cost; it’s selling the value of not needing to step into a store at all.

Aldi’s aggressive pricing continues with a full Thanksgiving basket priced at $40, feeding 10 people — roughly $4 per serving and approximately $7 cheaper than last year. Nearly all items come from Aldi’s private labels, which is how the discount chain keeps its meal cost lower than many competitors’ turkey alone. Aldi’s marketing compares the per-serving cost to “less than a pumpkin spice latte,” reinforcing its value positioning.

Lidl has the undisputed turkey headline of 2025: via an in-app coupon, shoppers get $1.04 off per pound, dropping Shady Brook Farms frozen turkeys to $0.25/lb. The company’s full Thanksgiving meal kit rings in at about $36 total, or $3.60 per person for a group of 10. Lidl is using the holiday as both a digital-engagement lever (forcing app use) and a foot-traffic magnet.

Kroger’s Freshgiving bundle includes a 14–16-lb turkey and 16 ingredients — enough to feed 10 people for under $4.75 per person (under ~$47.50 total). Nearly everything is private label, from stuffing and broth to vegetables and dessert staples. Kroger’s strategy: maximize private-label penetration and simplify the “one-trip” holiday shop for value-conscious families.

Schnucks is hitting its lowest turkey price point in at least 15 years on its store-brand frozen birds. While exact per-pound pricing wasn’t disclosed, the chain’s public messaging emphasizes historic lows meant to defend its Midwest market presence against Aldi, Walmart, and warehouse clubs.

BJ’s is offering a free turkey to members who spend $150+ in a single transaction. This model uses the holiday to increase basket size — a tactic that typically works well for warehouse clubs — while eliminating the psychological hurdle of paying for the turkey at all.

Giant Eagle takes a longer-horizon loyalty approach: customers who spent $350 between Oct 16 and Nov 6 received a free turkey. Instead of slashing turkey prices, the chain is incentivizing weekly grocery spend leading into the holiday period.

Costco isn’t trying to win the low-cost war. Instead, it’s offering a $200 heat-and-serve Thanksgiving meal for about eight people. This package includes a fully cooked turkey and multiple prepared sides. Costco knows its audience: convenience-minded families who value time and the reliability of Kirkland-quality prepared foods over competing on price-per-serving.