What was once a cultural curiosity viewed solely through the lens of Hollywood films and television series is rapidly becoming a key date in the British calendar. Thanksgiving has gone from being a foreign festivity to establishing itself firmly in the United Kingdom, driven by two main forces: a voracious appetite for American cuisine and a growing demographic of expatriates from the USA.
From fine-dining restaurants to supermarkets viewing it as an “early Christmas”, the verdict is clear: Thanksgiving has arrived to fill the gap between Halloween and Christmas. Below we outline 5 possible reasons behind this surge and this poultry marketing success story poultry marketing….
1. The “Comfort Food” Factor: the driving force behind the change
Retailers and restaurants across the country are reporting a significant increase in sales and bookings. This is not simply about imitating a holiday, but a genuine culinary adoption.
Recent data from Pipers Farm in Devon illustrates this trend clearly. Turkey sales associated with Thanksgiving rose by 38% in 2024 compared with 2023. For 2025, the farm has expanded its range of side dishes and turkey sizes to meet record demand.
Online retail giant Ocado corroborates this shift in consumer habits. According to its internal data, searches for the term “Thanksgiving” have surged by 440% year on year.
2. Generation Z and culinary tourism without leaving home
According to market research firm Mintel, interest is not uniform — it is being led by young people. 42% of Generation Z and Millennials say they have already attended a Thanksgiving dinner in the United Kingdom. The trend goes beyond traditional fast food. Trish Caddy, Associate Director of Foodservice Research at Mintel, notes: “It’s less a cultural adoption and more a culinary celebration. This taps into a broader ‘eating as an experience’ trend, where people seek themed menus and social connection”.
Worth noting: The video British Highschoolers try Thanksgiving Dinner for the First Time, uploaded to YouTube in 2023, has already amassed more than 11 million views — if this isn’t a CUM LAUDE example of successful poultry marketing, then nothing is…..
3. The response of the luxury hospitality sector
In London, fine dining is also adapting. Restaurant CUT at 45 Park Lane has had to extend its Thanksgiving service due to a “surge in reservations”. Elliott Grover, its Culinary Director, notes that they now serve around 180 covers throughout the day and have opened Bar 45 all week with themed snacks such as turkey croquettes and bacon-wrapped dates. “Bookings have doubled year on year. It’s popular with American guests, but also with many others who simply want to experience it for the first time,” says Grover.
4. The political factor and the rise of expatriates
A key element in this equation is migration. In May, The Guardian reported on an increase in Americans relocating to the United Kingdom, citing political reasons following Donald Trump’s re-election at the end of 2024. Applications for US citizenship from the United Kingdom reached a record of more than 6,100 last year (a 26% increase compared with 2023). There was a 40% year-on-year increase during the final three months of 2024, coinciding with the electoral period in the USA.
This steady influx of American citizens into Great Britain has created a solid base of new consumers seeking to celebrate their traditions away from home, drawing their British friends and neighbours into the festivities along with them.
5. A kind of “early Christmas”
For Whole Foods Market UK, demand around Thanksgiving now rivals Christmas preparations. Izzie Peskett, Head of Marketing, highlights that the festivity has transcended nationality: “It has become a genuine occasion here, whether people are hosting American friends or simply recreating that classic, comforting feast at home”.
Why is this happening now?
- Social media influence: Platforms such as TikTok and Instagram have globalised recipes like baked Mac & Cheese and Pumpkin Pie, prompting British consumers to replicate what they see on their screens.
- The gap in the calendar: Thanksgiving falls in late November, filling the commercial and festive void that exists between Halloween and Christmas, offering retailers a perfect opportunity to boost sales.
- The search for “community”: As Peskett notes, the festivity is about “embracing warmth and generosity” — values that resonate universally in uncertain times.
Did you know that the first Thanksgiving was Spanish?
Every fourth Thursday in November, the United States comes to a standstill to celebrate Thanksgiving. The classic image is that of 1621: English pilgrims and Native Americans sharing a table at Plymouth. But what if the real story took place half a century earlier — and was conducted in Spanish?
The official history often overlooks the fact that 56 years before the Pilgrims, the Asturian-born Pedro Menéndez de Avilés had already held a thanksgiving celebration in St. Augustine, Florida. On 8 September 1565, having founded the first European settlement in the USA and defended it against the French, Menéndez shared a Mass and a great feast with the Saturiwa tribe.
And that was not the only instance. In 1598, Juan de Oñate presided over another similar celebration on the banks of the Rio Grande, after surviving the Mexican desert — also decades before the English.
Today, although the Anglo-Saxon tradition dominates the calendar, historians and citizens of Florida continue to champion these dates. Recognising the Hispanic origins of this holiday is not merely correcting a historical footnote — it is acknowledging Spain’s indelible mark on the birth of the American nation.
Further reading:
-. Poultry farming in the United Kingdom
-. Thanksgiving Day
-. Poultry marketing
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