Midwest Grocer Meijer Bets on Value, Community with Aggressive Thanksgiving Strategy

Grand Rapids, MI – November 12, 2025 – As the holiday season approaches, grocery chain Meijer is positioning itself as a champion of both affordability and community support with a strategic Thanksgiving campaign built around competitive pricing and an expanded hunger relief initiative. Faced with a fluctuating economic landscape, the Midwest retailer is leveraging value-driven offerings and a commitment to local food banks to capture market share and build customer loyalty.

This year’s campaign focuses heavily on lowering the cost of the traditional Thanksgiving meal, directly addressing consumer concerns about rising grocery bills. Meijer is aggressively pricing its turkeys, currently offering them at 49 cents per pound with a digital mPerks coupon – a price that rivals or undercuts many national competitors. A recent market analysis shows Meijer’s pricing places it among the most affordable options, alongside Aldi, and significantly lower than competitors like Kroger, Walmart, and Publix.

“Consumers are still very price-sensitive,” notes one retail analyst. “While inflation has cooled somewhat, they’re still looking for ways to stretch their budgets. Grocery chains that can offer significant savings on key Thanksgiving items will likely win out.”

Competitive Landscape Heats Up

The move comes as other major grocery chains also battle for holiday shoppers. Aldi is once again offering a complete Thanksgiving meal for under $40, while Walmart is touting a similarly affordable bundle. Kroger and Hy-Vee are also rolling out promotional deals, focusing on complete meal solutions and lower per-person costs.

However, Meijer is differentiating itself by not only focusing on price but also integrating a robust charitable component into its Thanksgiving strategy. The retailer's “Simply Give” program, a year-round initiative supporting local food pantries, is being amplified throughout the holiday season.

Beyond Price: A Commitment to Community

From November 23-29, Meijer will donate the equivalent of one meal (valued at 25 cents) to Simply Give partners for every purchase of a Meijer brand, Frederik's by Meijer, True Goodness by Meijer, or Purple Cow food item. This builds on the program's existing model, where customers can purchase $10 donation cards to directly support local food banks with gift cards for grocery items.

“The idea is to make a tangible impact on hunger in our communities,” explains a spokesperson for Meijer. “We believe that everyone deserves a seat at the Thanksgiving table, and the Simply Give program helps us ensure that those in need have access to a nutritious meal.”

The Simply Give program has donated over $100 million to food pantries since its inception in 2008, and this year’s Thanksgiving campaign is expected to generate an additional $4 million in support.

Navigating Economic Headwinds

While the overall cost of Thanksgiving meals is projected to be slightly lower this year compared to 2024, thanks to decreased turkey prices and competitive promotions, many consumers are still facing financial pressures. Recent surveys indicate that Americans are anticipating spending approximately $175 on food this Thanksgiving, with overall holiday expenses exceeding $900.

“There’s a sense of cautious optimism among consumers,” says another retail observer. “They’re relieved to see prices stabilize, but they’re still very aware of their budgets and are actively seeking out deals.”

Meijer’s strategy appears to be resonating with shoppers. Early data suggests a strong demand for the retailer’s promotional offerings, with increased traffic to its stores and online platforms.

A Multi-Faceted Approach

The retailer's Thanksgiving campaign isn't solely reliant on promotional pricing and charitable giving. Meijer is also leveraging its private label brands – Frederik's, True Goodness, and Purple Cow – to offer customers affordable alternatives to national brands. These private label offerings are prominently featured in weekly ads and online promotions.

“Private label brands are a key component of our value strategy,” explains a Meijer buyer. “They allow us to offer customers high-quality products at a lower price point without compromising on taste or quality.”

Looking Ahead

As the holiday season progresses, Meijer’s success will likely hinge on its ability to maintain a delicate balance between affordability, quality, and community support. By effectively integrating these elements into its Thanksgiving strategy, the retailer is positioning itself as a trusted partner for shoppers looking to celebrate the season without breaking the bank.

“Consumers are increasingly looking for retailers that align with their values,” concludes one industry expert. “Meijer’s commitment to both affordability and community impact is a winning combination.”

Meijer plans to continue expanding the Simply Give program and exploring new ways to support local communities throughout the year. The retailer believes that by investing in the well-being of its communities, it can build long-term relationships with customers and create a positive impact on society.