The modern Thanksgiving dinner – complete with a massive roasted turkey – didn’t emerge organically from the first harvest feasts shared between Pilgrims and Wampanoag people. In fact, turkey wasn’t even confirmed to be on the menu at the original gathering, as historical accounts focused on venison instead. The story of how turkey became synonymous with Thanksgiving is a blend of economic shifts, shrewd marketing, and the need for national unity.
From Venison to Value: The Rise of the Turkey
The shift toward turkey as the centerpiece of Thanksgiving didn’t happen overnight. As the United States expanded, regional harvest celebrations varied widely in both timing and custom. It wasn’t until the Civil War that Sarah Hale, the author of “Mary Had a Little Lamb,” spearheaded a campaign to establish Thanksgiving as a national holiday. Hale saw Thanksgiving as a way to foster unity during a deeply divided time. Abraham Lincoln officially recognized the holiday in 1863, cementing its place in American tradition.
However, even then, turkey wasn’t the default choice. The real turning point came with the industrialization of food production. Turkey, being a relatively cheap and abundant bird, became a practical option for large gatherings. During the Great Depression, when meat was expensive, side dishes like stuffing and casseroles gained prominence, stretching limited resources further.
The Marketing Machine Takes Flight
The food industry quickly capitalized on the holiday. Libby’s, a canned food company, began aggressively promoting pumpkin pie recipes in the early 20th century, and later acquired a pumpkin canning company to further control the market. Cranberries, notoriously tart on their own, were sweetened to appeal to wider tastes. The holiday’s commercialization accelerated as companies realized Thanksgiving wasn’t just about gratitude; it was a massive sales opportunity.
Macy’s Thanksgiving Day parade, launched to kick off the Christmas shopping season, further solidified the holiday’s consumerist angle. The image of a golden roasted turkey became synonymous with abundance and festivity, a symbol reinforced by decades of advertising and cultural conditioning.
A Lasting Tradition
Today, roughly one-fifth of all turkeys consumed in the U.S. are eaten on Thanksgiving, according to government statistics. While some historians and food critics may scoff at the spectacle, the holiday’s enduring appeal lies in its adaptability. Thanksgiving has evolved into a flexible tradition centered on gathering with loved ones, sharing food, and enjoying a moment of respite. It’s a holiday that has survived and thrived by adapting to changing economic conditions, cultural trends, and the relentless power of marketing.
The Thanksgiving turkey may not have been on the original menu, but it has secured its place at the table as a symbol of American abundance, commercial ingenuity, and the enduring power of tradition.
