MADISON – The price of a traditional Thanksgiving meal in Wisconsin is up 6.7% according to Wisconsin Farm Bureau’s annual Marketbasket survey that rang in at $61.84, an increase of $3.88 from the 2024 survey of the same items.
The Marketbasket survey looks at the price of popular food items used to prepare a Thanksgiving meal sufficient to serve 10 people. This survey allows for Wisconsin food prices to be compared with food prices from across the country. Comparatively, the American Farm Bureau Federation’s survey of the same items showed a decrease from 2024 with prices nationally at $55.18.
“When grocery prices rise, it’s easy to assume farmers benefit, but that’s not the reality,” said WFBF Senior Director of Public Relations Cassie Sonnentag. “Farm families earn less than 16 cents of every food dollar. Choosing Wisconsin-grown products is one way to keep your dollars working locally while supporting the farmers growing your food.”
Wisconsin’s Thanksgiving Marketbasket survey is an informal, annual review of food price trends in relation to changing farm prices, weather and wholesale and retail food marketing. Wisconsin Farm Bureau members collected price samples of 15 Thanksgiving food items in early November.
Farm Bureau volunteer shoppers were asked to look for the best prices, without taking advantage of special promotional coupons or purchase deals.
| Wis. 2025 | Wis. 2024 | National 2025 | National 2024 | |
| Turkey, 16 lbs. | $27.84 | $25.60 | $21.50 | $25.67 |
| Milk, 1 gallon whole | $3.52 | $3.24 | $3.73 | $3.21 |
| Cream, half pint | $1.89 | $2.06 | $1.87 | $1.81 |
| Dinner rolls, 12 | $3.57 | $3.79 | $3.56 | $4.16 |
| Relish tray (1 lb. carrots/celery) | $1.68 | $0.86 | $1.36 | $0.84 |
| Fresh cranberries, 12 oz. | $2.19 | $2.20 | $2.28 | $2.35 |
| Pumpkin pie mix, 30 oz. | $4.41 | $4.23 | $4.16 | $4.15 |
| Pie shells (2) | $3.53 | $3.42 | $3.37 | $3.40 |
| Cube stuffing, 14 oz. | $3.44 | $3.59 | $3.71 | $4.08 |
| Sweet potatoes, 3 lbs. | $3.99 | $3.15 | $4.00 | $2.93 |
| Frozen green peas, 1 lb. | $2.03 | $2.07 | $2.03 | $1.73 |
| Miscellaneous ingredients | $3.75 | $3.75 | $3.61 | $3.75 |
| TOTAL | $61.84 | $57.96 | $55.18 | $58.08 |
CHALLENGES ON THE FARM
Farmers across the country are navigating one of the toughest economic climates in decades. Row crop prices are approaching near 20-year lows while production costs continue to climb. Fertilizer is up 37% and labor nearly 50% compared to just five years ago.
Meanwhile, farmers receive just 15.9 cents of every food dollar spent.
“Behind every Thanksgiving meal are farmers facing tough decisions,” said Sonnentag. “The higher prices we see at the store are not because farmers are cashing in, but rather because they are fighting to stay afloat.”
Highly pathogenic avian influenza (HPAI) has had an impact on turkey prices this year. HPAI has been an ongoing challenge for U.S. poultry farmers since it was first detected in February 2022. Since then, more than 18.7 million turkeys have been affected, with 2.2 million turkeys affected so far in 2025.
Wisconsin’s turkey price increase is reflective of this rapid decline in supply. According to the American Farm Bureau Federation, the United States turkey flock is at its lowest size in nearly 40 years, largely driven by the impact of HPAI.
WAYS TO REDUCE THE STICKER SHOCK
It is important to remember that the Marketbasket survey is conducted without considering discounts, sales and coupon opportunities. With prices up on many Thanksgiving meal items, there are several practical ways to help reduce your sticker shock at the store.
- Turkey: Many grocers offer discounts and specials in weeks leading up to the holiday. Alternatively, opting for a smaller turkey can improve your overall price.
- Choose smaller portions or alternative cuts: A smaller turkey or seeking out alternative protein options can also reduce your grocery bill.
- Try from scratch: From stuffing to dinner rolls to pumpkin pie, preparing holiday staples from scratch often comes with a price break.
- Meal plan: When planning your holiday meal, avoid specialty ingredients you’ll only use once and opt for those you can repurpose into additional meals after the holiday ends.
- Local and seasonal saves: Local brand options and swapping for in-season produce items can help cut overhead costs, as well.
For more ideas on how to reduce your grocery bill and support Wisconsin farmers, visit GatherWisconsin.com.
