The Holiday Table Is Changing. Here’s What Brands Need To Know.
By Alexa Ferrone, Marketing Associate at Chicory
When Chicory fielded its 2026 Holiday Survey of 800+ U.S. consumers, the data was clear: For CPG brands, the 2026 holiday season starts earlier, spans more occasions, and ends later than last year.
From micro-events becoming mainstream to GLP-1 medications altering the holiday menu, the 2026 holiday season reflects a consumer under economic pressure, but still ready to celebrate.
The 2026 Season Is A Marathon Of Moments
Every year, the season starts earlier than brands expect. The celebratory season begins in early November, leaving time for consumers to attend more gatherings throughout the holiday season.
According to Chicory’s 2026 Holiday Survey, 40% of consumers host or attend their first holiday function before Thanksgiving, with 45% expecting 3-5 gatherings in total.
This season is a recurring contact opportunity that rewards early activation. Three out of four consumers plan at least one gathering beyond the major holidays this season, including Friendsgivings, cookie exchanges, neighborhood potlucks, company parties, and New Year’s Eve.
These occasions call for their own list and own moment of planning. The micro-event cart looks different from traditional holiday tables: salty snacks (52.9%), sweet snacks (51.6%), cheese and charcuterie (40.8%), and dips and spreads (33%) lead the list, not centerpiece proteins. Brands that show up consistently from November through January can own an emerging moment.
Not every generation is celebrating the same way. Gen Z (18-29) leads in micro-event participation across all gathering types – 52% plan a Friendsgiving, compared to just 10% of consumers 60 and older. Brands that understand who is hosting what are better positioned to reach the right consumer at the right moment.
Inside The Holiday Planning Window
Convenience is a planning strategy. Nearly 50% of hosts use ready-to-eat or shortcut products. Brands in those categories should position themselves to enable better gatherings by helping hosts make more with the time they have.
Family recipes anchor the season, with 66% of consumers relying on them, per Chicory's 2026 Holiday Survey. Recipe websites and food blogs are the second-most-popular sources for recipes, with organic search and social media close behind.
That discovery happens earlier than most brands expect. Nearly 64% of consumers begin planning two or more weeks before Thanksgiving. Brands that show up early in those high-intent, discovery moments within recipes and relevant food content are reaching a consumer who is already in an active mindset.
The Holiday Table Is Changing
The way Americans eat and drink at the holidays is shifting in real time. 39% of U.S. households include at least one GLP-1 user. More protein, smaller portions, and lower sugar are becoming the new table stakes.
Dietary accommodations are no longer a niche consideration. 61% of holiday cooks adjust their menu for at least one dietary need: vegan/vegetarian, gluten-free, low-sugar, nut allergy, and dairy-free.
The shift extends to the bar. Half of consumers won't drink or aren't sure they will this holiday season. 45% attribute the change to health goals and 14% to GLP-1 use. These are structural shifts, not seasonal ones.
Non-alcoholic drinks are now a host expectation. Brands in those categories should treat the holiday gathering as a primary placement priority.
Budgets Are Tighter, Selectivity Is The Story
55% of holiday shoppers say they are budgeting more carefully this season. Consumers are still planning full gatherings. They’re just more deliberate about where they spend.
The centerpiece protein, wine and spirits, and desserts are the last cuts consumers make. These are guest-facing, occasion-worthy categories where brand loyalty holds firm. Premium positioning here is resilient even as consumers trim elsewhere. Chicory reaches consumers in those high-intent planning moments, connecting brands to the right consumer before the menu is set.
Where Chicory Fits in this Holiday Season
The 2026 holiday season is a marathon of high-intent moments. Consumers are planning earlier, gathering more often, and making more deliberate decisions about where to spend. The window between inspiration and purchase is where brand preference is built.
Brands must prioritize showing up before the list is set. They need to reach consumers when they're planning a Friendsgiving menu, searching for a centerpiece recipe, or deciding which snacks to bring to a cookie exchange.
The holiday season keeps expanding: more occasions, more gatherings, more baskets. Brands that reach consumers in active mindsets during high-intent moments win the season, not just the holiday.
Ready to reach holiday shoppers before their lists are set? Book a meeting today.
More Blogs
GLP-1 medications have moved well beyond early adopters. 38% of consumers are currently on one, and their grocery habits look meaningfully different from everyone else's. They're buying more protein and produce, cutting back on snacks and alcohol, cooking more at home, and planning to stay on these medications for the long term.