Thanksgiving 2010 by the Numbers

November 24, 2010

Wondering whether the annual U.S. turkey deficit will rise this year? Want to know which towns are named after your favorite Thanksgiving foods? Find out in our latest roundup of fun facts about Thanksgiving meals, travel and shopping. Thanksgiving is the time of year when we get to do what matters most: spend time with friends and family, remember what we're grateful for and eat ourselves unconscious. Whether you're traveling across the country this holiday season or keeping it local, try to make the most of your time off, even if that means napping on the couch in front of a football game or the annual Macy's Thanksgiving Day Parade: The days following Thanksgiving are also crucially important for retailers, and many businesses are hoping holiday consumer spending will give them something to be thankful for this year. Check out some of the fascinating statistics behind Turkey Day and learn just how bountiful this holiday can be. WHAT WE EAT 117 Million Number of households in the U.S., all potential gathering spots for holiday festivities Source: U.S. Census Bureau's America's Families and Living Arrangements: 2009

3 Number of places in the United States named after Thanksgiving's main dish, the most populous being Turkey, Tex. with 445 residents, followed by Turkey Creek, La. and Turkey, N.C. Source: U.S. Census Bureau's American FactFinder

and Population Estimates

242 Million Number of turkeys expected to be raised in the U.S. in 2010, down 2 percent from 2009 Source: USDA's National Agricultural Statistics Service

47 Million Preliminary estimate of the number of turkeys to be raised this year in Minnesota, the country's largest turkey production state, followed by North Carolina (31.0 million), Arkansas (28.0 million) and Missouri (17.5 million). Source: Ibid 7.1 Billion Lbs. Total weight of all turkeys raised in the U.S. in 2009 Source: Ibid 13.8 Lbs. Average quantity of turkey consumed by a typical American in 2007 Source: U.S. Census Bureau 2010 Statistical Abstract of the United States

$4.1 Billion Forecast 2010 receipts to farmers from turkey sales, up from $3.8 billion in 2009 Source: USDA's Economic Research Service

$7.3 Million Value of U.S. imports of live turkeys from January to July of 2010, the vast majority (99.1 percent) from Canada Source: U.S. Census Bureau's Foreign Trade Statistics

$3.9 Million Value of the U.S. trade deficit in live turkeys for the first seven months of the year, down from $5.8 million over the same period last year Source: Ibid $1.33 Average retail cost per pound of a frozen turkey in 2008 Source: U.S. Census Bureau's 2010 Statistical Abstract of the United States 5 Number of places and townships in the U.S. named after the cranberry, the most populous being Cranberry township, Pa. with 27,560 residents Source: U.S. Census Bureau's American FactFinder and Population Estimates 735 Million Lbs. Forecast for U.S. cranberry production in 2010 Source: USDA's National Agricultural Statistics Service 435 Million Lbs. Estimated amount of cranberries produced this year in Wisconsin, the leading cranberry-providing state, followed by Massachusetts (195 million lbs.) Source: Ibid 1.9 Billion Lbs. Total weight of sweet potatoes available from sweet potato-producing states in 2009, led by North Carolina (940 million lbs.) Source: Ibid $31.5 Million Value of the U.S. trade surplus in sweet potatoes for the first seven months of the year Source: U.S. Census Bureau's Foreign Trade Statistics HOW WE GET THERE 42.2 Million Number of travelers planning to journey more than 50 miles from home this Thanksgiving holiday, up 11.4 percent from 37.9 million travelers last year Source: AAA

39.7 Million Number of people planning to reach their destination by car, 94 percent of all Thanksgiving travelers and 12 percent more than last year Source: Ibid 24 Million Number of travelers expected to travel by air in the 12-day period from Nov. 19 to Nov. 30, up 3.5 percent from the same period in 2009 Source: Air Transport Association

2% Percentage of travelers expected to use non-air and motor vehicle transport this holiday, including rail, bus and watercraft Source: AAA 816 Miles Average distance expected to be traveled by Americans this Thanksgiving holiday, relatively unchanged from last year Source: Ibid $495 Median amount Americans will spend on travel this Thanksgiving, roughly the same as last year Source: Ibid 82 Percent Portion of survey respondents reporting that the main purpose of their trip this year was to spend time with family or friends Source: Ibid WHAT WE BUY 138 Million Number of consumers planning to shop during Black Friday weekend (Friday, Saturday and Sunday after Thanksgiving), up from 134 million last year Source: National Retail Federation's (NRF) 2010 Consumer Intentions and Actions Survey

54.9% Percentage of retailers planning to send a special e-mail to customers about their Black Friday deals Source: Ibid 41.8% Percentage of shoppers for whom sales or price discounts were the most important factors in their holiday shopping plans Source: NRF's 2010 Holiday Consumer Intentions and Actions Survey

40.5% Portion of adults planning to start their holiday shopping in November Source: Ibid $343.31 Average amount shoppers spent on gifts during Black Friday weekend in 2009, with total spending reaching $41.2 billion Source: NRF's 2009 Black Friday Weekend Survey

50.9% Percentage of shoppers on Black Friday last year who purchased clothing, the most popular item, followed by books (40.3 percent), sporting goods (12.6 percent), personal care or beauty items (22.4 percent) and gift cards (21.2 percent) Source: Ibid 31.2% Percentage of shoppers who were at stores by 5 a.m. on Black Friday last year, up from 23.3 percent in 2008 Source: Ibid 96.5 Million Number of Americans who shopped online during Cyber Monday — the Monday after Thanksgiving — in 2009 Source: 2009 Survey

88.2% Percentage of retailers who will offer a special promotion for Cyber Monday this year Source: 2010 eHoliday Survey

70.1 Million Number of employees expected to shop online at the office on Cyber Monday this year Source: Ibid
In observance of Thanksgiving, IMT will be shuttered on Thursday and Friday this week. We'll return immediately after the holiday weekend with our Weekly Industry Crib Sheet. Until then, we wish all our readers a safe and happy Thanksgiving!


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