| A very strange Thanksgiving |
| | Good morning,
Since 1982, the Chatham Berry Farm--based eponymously in Chatham, New York, 125 miles north of New York City--has sold local organic produce, beginning in its early days as a roadside farm wagon. More recently, the 25-employee shop has become a regional hotspot for Thanksgiving turkeys--selling roughly 400 of them annually, the maximum it can safely house without a dedicated meat storage facility, for between $3.99 and $5.99 per pound.
For years, sales have been consistent: Turkeys sell out a day or two before Thanksgiving, with a few inevitable last-minute order cancellations allowing folks to still pick up emergency poultry on Thursday morning. This year is different. The Chatham Berry Farm sold out of turkeys on November 13, almost two weeks before Thanksgiving, and the phone continues to ring off the hook with orders that will never be fulfilled.
The Berry Farm isn't alone in its newfound turkey fame: As Covid-19 infection rates spike across the country, more Americans are eschewing traditional family gatherings and staying home on Thanksgiving. But they're still cooking, and their need for provisions--albeit on a smaller scale--has escalated, sending the businesses that cater to the holiday scrambling to adjust to rapidly changing levels of food supply and consumer demand.
Read our story to learn how these retailers have adjusted--and what you can learn from their experiences, especially if you’re eyeing upcoming e-commerce bonanzas like Black Friday, Cyber Monday, and the rest of the holiday shopping season. |
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