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Thanksgiving was once a holiday Britons knew only from American films, but a growing appetite for US cuisine, from Southern-style comfort food to pumpkin pie, is driving a rise in UK celebrations.

Retailers and restaurants are reporting increased sales and bookings in the run-up to the American holiday, boosted by British enthusiasm for US flavours and a rising number of American expats now living in the UK.

At Pipers farm in Devon, sales of turkeys and related Thanksgiving products rose 38% in the fortnight leading up to Thanksgiving last year compared with the two weeks before. The farm said it had expanded its range of sides and turkey sizes this year to meet what it expects will be even higher demand.

Data from the online retailer Ocado shows searches for Thanksgiving have jumped 440% year on year, while pumpkin spice is up more than 550%. Ocado’s sales data also indicates American food has grown in popularity among shoppers: sales of Herr’s buffalo blue cheese curls are up 410% year on year, and Newman’s Own ranch dressing by more than 202%.

Research commissioned by the firm found 42% of gen Z and millennials say they have attended a Thanksgiving meal in the UK, and 16% plan to attend or host the holiday for the first time this November. More than half (53%) believe US holidays such as Thanksgiving and American-style Halloweens are becoming bigger fixtures in the British calendar.

Dan Elton, the chief customer officer at Ocado Retail, said: “We’re seeing this love of American food culture translating into what people are buying … from ranch dressing and marshmallows, to mac and cheese.”

According to the market research company Mintel, interest in American-style food has risen sharply in the past two years, particularly among younger consumers. More than half of British adults (58%) have ordered or are interested in ordering southern US dishes such as Louisiana gumbo. That figure has grown from 52% in early 2024 to 67% by mid-2025, peaking at 81% among gen Z – those born approximately between 1997 and 2012. In the same period, one in five Britons visited an American-style restaurant, rising to nearly one in three younger consumers.

“UK interest in Thanksgiving reflects a growing appetite for American food,” said Trish Caddy, the associate director of food service research at Mintel. “It’s less cultural adoption, more culinary celebration. This taps into a wider experience-driven eating trend where people seek themed menus, social connection and limited-edition offerings.”

London restaurant CUT at 45 Park Lane has extended its Thanksgiving service in response to a surge in bookings. “We’re now doing around 180 covers throughout the day and have opened Bar 45 for the whole week, serving Thanksgiving-inspired snacks like pecan pie, turkey croquettes and bacon-wrapped dates,” said the culinary director, Elliott Grover.

He added that bookings had roughly doubled year on year but this has also been due to them opening up further covers to meet demand. It’s popular with lots of American guests, but also many others who simply want to experience it for the first time, Grover said.

In May, the Guardian reported a rise in Americans moving to the UK for political reasons as Donald Trump assumed the presidency. US applications for UK citizenship hit a record high last year at more than 6,100, a 26% increase from 2023. There was a 40% year-on-year rise during the final three months of 2024, coinciding with the time of Trump’s re-election.

At Whole Foods Market UK, the demand around Thanksgiving now rivals the buildup to Christmas. “The moment our online ordering for the holiday goes live, we see a rush of customers eager to secure their meal,” said Izzie Peskett, the head of marketing. “It’s become a real occasion here, whether people are hosting American friends or simply recreating that classic, comforting spread at home.”

While American expats remain part of the audience, Peskett says curiosity among British shoppers has grown rapidly. “Thanksgiving is now less about where you’re from and more about embracing the warmth and generosity of the occasion,” she said.

“Our customers come for the quality and authenticity of classic dishes, from pumpkin and pecan pies, cornbread stuffing, green beans, sweet potatoes and, of course, our organic turkeys.”