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Blog Home Business Marketer How to Build the Perfect Thanksgiving Dinner,
According to Data
Marketer


HOW TO BUILD THE PERFECT THANKSGIVING DINNER, ACCORDING TO DATA

By Bridget Johnston on September 21, 2023
Bridget Johnston
Bridget is an Indianapolis-based Shutterstock staffer with a background in
journalism, education, marketing and artificial intelligence. Her work was
featured in museums around the world before she led marketing for Pattern89’s
AI, which was acquired by Shutterstock. She has written content for C-SPAN and
The Marketing Artificial Intelligence Institute, and she has created educational
content in conjunction with NASA, National Geographic, Disney and Nickelodeon.


ARTIFICIAL INTELLIGENCE UNCOVERS WHICH HOLIDAY FOODS WILL PERFORM BEST FOR
ADVERTISERS—AND THE RESULTS ARE SURPRISING.

When it comes to preparing Thanksgiving dinner in the United States, Americans
have a lot of opinions. Some families make sweet potato pie with marshmallows,
others prefer candied yams. Some serve their cranberry sauce fresh, others
canned. And don’t get the masses started on stuffing (it shouldn’t have fruit in
it!).

Personal preferences aside, though, what Thanksgiving foods will resonate most
with customers?

To find out how to build the perfect Thanksgiving dinner for your upcoming
digital marketing campaigns, Shutterstock.AI looked through thousands of plates
and millions of meals to determine which dishes had the highest click-through
rates (CTRs).

Check out the results—and thank us later. 

--------------------------------------------------------------------------------


TRADE IN THE TURKEY

Despite being the food most universally associated with the U.S. Thanksgiving
holiday, turkey does not perform best in digital marketing materials.

In fact, turkey has seen its click-through rate (CTR) trend down over the last
two years. This could be due to pandemic-fueled meat shortages or simply less
demand.

So, which protein tops turkey? Ham. 

Ham has seen a rise in clickability over the past couple fall seasons, and it’s
projected to have a 174% higher CTR than turkey this Thanksgiving.




Other proteins that are trending up—steak, roasts, and tofu. License these
images via Elena Veselova, Rawpixel.com, and Julia Mikhaylova.



Even chicken trumps turkey, with a 52% higher CTR, making it the most clickable
poultry of the season.

--------------------------------------------------------------------------------


PILE ON THE MAC & CHEESE

There are so many crowd-pleasing carbs at the Thanksgiving table, but only one
wins in terms of clickability—macaroni and cheese. In fact, this gooey favorite
is 29% more clickable than stuffing, the second-most engaging side dish.




Mac and cheese reigns supreme when measured against the engagement rates of
other pasta dishes, too. Its CTR is 109% higher than all other images tagged
“pasta.” While stuffing is the second most-engaging side dish. License these
images via Goskova Tatiana, vm2002, and Brent Hofacker.



Potato fans, save your appetite. Despite losing to mac and cheese, certain types
of spuds still drive clicks, according to AI. Specifically, sweet potatoes.

They were 22% more clickable than regular potatoes in 2020, and are projected to
be 174% more clickable this year.



Fried, mashed, or baked, sweet potatoes could critically boost your clicks.
License these images via Magdanatka and Elena Veselova.



--------------------------------------------------------------------------------


MAKE ROOM FOR MUSHROOMS

Mushrooms are a somewhat controversial food. (Chances are, you know at least one
person who won’t eat them because they’re a fungus. Those people are missing
out!)

Nonetheless, mushrooms are the most clickable vegetable across the last two fall
seasons. They even beat green beans, with a CTR that’s 8% higher. 




Mushrooms, though somewhat controversial, are a marketing hit. And, even though
they didn’t edge out the mushroom, green beans are still highly clickable.
License these images via zi3000, New Africa, and from my point of view.



Squash (though technically a fruit) has the third highest CTR in this category.


Delicious and good for you! License this image via Brent Hofacker.

If you’re looking for veggies to avoid using in your campaigns this year, AI
warns to stay away from salads, carrots, and corn.

--------------------------------------------------------------------------------


ROLL OUT THE ROLLS

For a few years, cornbread had the highest CTR of all breads at Thanksgiving
time. Last year, though, its engagement rate dropped and rolls surpassed their
one-time rival as the most clickable bread.

This year, the clickability of content containing rolls is projected to rise
54%. This is on top of last year’s boost in engagement, when rolls were 32% more
clickable than cornbread. 



If you plan to dress your rolls, AI says to opt for jam, which is 43% more
clickable than butter. License these images via chaechaebyv and Jiraphan
Poonthanasetha.



Interestingly, jam has also been trending up, year over year, while butter has
been trending down. 

What about biscuits? Unfortunately, they have the lowest CTR of any bread
measured, year over year.

--------------------------------------------------------------------------------


PICK THE RIGHT PIE

It’s not surprising that pie has one of the highest food CTRs of the
Thanksgiving season. Last year alone, pies had a 63% higher CTR than cake.


Is your mouth watering yet? Mine is. License this image via Elena Veselova.

Artificial intelligence tells us that apple pie is the most clickable fruit pie
of all during the fall. Even though berries are quite engaging, apple pies still
have a 61% higher click-through rate. 



Apple pies win the title as Most Clickable in the fruit pie category. License
these images via Oksana Mizina and MSPhotographic.



Setting aside traditional fruit pies, how do other classic Thanksgiving
favorites fare?

Brace yourself, pumpkin pie fans. Pecan pie has your fave beat. Pumpkin pies
were more clickable than pecans in 2019. But, in 2020, something changed, and
pecan pies had a 194% higher click-through rate.

Expect these upward and downward trends to continue this year.



Boost clickability with pecan pie. License these images via marcin jucha and
JeniFoto.



If you’re not into pies, the most clickable non-pie dessert at Thanksgiving is
brownies.


Not a pie fan? How about some hot gooey brownies. License this image via
MariaKovaleva.

Last year, brownies even edged out ice cream, with an 11% higher CTR.

And, I mean, who isn’t grateful for brownies?

--------------------------------------------------------------------------------

Artificial intelligence to save the day!

 * The Most Clickable Fall Images According to Data
 * 10 Tips for Choosing a Clickable Holiday Image, According to Data
 * How to Build Clickable CPG Campaigns According to Data
 * When Is It Okay to Use Famous Faces in Your Marketing Materials?
 * 10 FREE Unexpected Winter Color Palettes

License this cover image via Foxys Forest Manufacture.

--------------------------------------------------------------------------------

Business Inspiration Marketer SMB



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