Turkey is the Price-Savvy Protein for Thanksgiving Thanksgiving is the second-largest U.S. food holiday, driving an estimated $2.1 billion in sales lift at grocery stores.¹ And a turkey on the table for Thanksgiving is a familiar sight for many American families, a time-honored tradition long embedded in American culture. Whether through supply-related issues, consumer desire for convenience, or changing preferences, the future of this tradition and the U.S. consumer support to the turkey industry has become less certain in recent years.