Potatoes USA Targets Holiday Demand With Digital Push to Lift Retail Potato Sales
Potatoes USA is stepping up its consumer-facing digital marketing this holiday season, aiming to convert heightened Thanksgiving interest in potatoes into stronger in-store sales. The organization is rolling out a series of online campaigns designed to influence shopping behavior ahead of the busiest period of the year for fresh potato purchases.
Kim Breshears, Chief Marketing Officer at Potatoes USA, said the initiative is intended to build on momentum that is already present among consumers. “Thanksgiving week is the big game for potatoes. We know they’re already on shoppers’ minds and grocery lists,” she said. “Our goal is to ensure that shopper momentum starts online and ends in the produce aisle with not only more potatoes in their baskets, but fresh new ideas for enjoying them.”
The campaign forms part of a broader strategy to link online content with in-store promotions. Potatoes USA said its social, blog and PR activities are focused on inspiring consumers to choose a wider range of potato varieties, formats and preparations as they plan their holiday meals.
Digital Campaigns For Thanksgiving 2025
A prominent part of the Thanksgiving push is the introduction of “Potatoscapes,” a creative content series that positions potatoes as decorative elements on the holiday table. Potatoes USA says the concept encourages consumers to use different colours, shapes and sizes of potatoes as edible centerpieces.
The organization has also launched “Potato Hype,” a TikTok video framed as a parody training montage. Released earlier this month, the clip surpassed 150,000 views in its first week.
To further stimulate interest, the Potatoes USA culinary team has developed three new recipes aimed at Friendsgiving occasions, showcasing non-traditional approaches to potato dishes. These recipes are featured on the organization’s Friendsgiving Pinterest Board and will be promoted in upcoming social content.
“Thanksgiving consistently delivers the highest fresh potato volume sales of the year, driven primarily by russets, yellows, and white potatoes reaching their peak weekly sales,” said Nick Bartelme, Global Retail Development Manager at Potatoes USA.
Citing Circana data, Potatoes USA noted that Thanksgiving week 2024 generated incremental volume gains of at least 9% across all fresh potato types, with total fresh potato sales nearly 16% above the yearly average. The holiday also marked the strongest sales week of the year for instant (dehydrated) potatoes and the second-largest week for frozen potato products.
Bartelme said the organizations “goal with the marketing campaigns is to connect this built-in consumer excitement with in-store activations, serving as a silent partner to retailers nationwide and helping move more pounds through the produce department.”
December Activity: Keeping Potatoes Top-of-Mind
The organization’s holiday marketing will continue into December, including content designed to tap into seasonal routines. A new series draws inspiration from a TikTok trend pairing films with themed meals: Potatoes USA’s culinary team has created dishes tied to holiday movies such as Elf and Christmas Vacation.
Additional outreach will include “Five Ways to Party with Potatoes,” a set of social and PR stories positioning potatoes as a versatile addition to holiday gatherings and office events.
