Thanksgiving Dilemma: Should Gig Drivers Hit the Road?

As Thanksgiving 2024 approaches, many gig drivers wonder if the holiday hustle is worth their time on the road. Reflecting on last year’s Thanksgiving, initial reports were frustrated, with drivers airing grievances on platforms like Reddit about low orders and long waits. Yet, a closer look at the data tells a more balanced—and even promising—story. While the holiday season brings unique challenges, it also presents opportunities for drivers who strategically plan their schedules. This blog post explores what gig drivers can learn from last Thanksgiving’s performance and how to maximize their earnings this year, whether they’re with Uber Eats, DoorDash, or both.

Initial Concerns and Holiday Dip

In the lead-up to Thanksgiving 2023, gig workers voiced their dissatisfaction online. One Reddit user lamented, “Lyft pay in Phoenix has tanked this past week. My average hourly, including tips, had been about $24 but went down to $18”. This sentiment was echoed across various markets, setting a tone of concern for the holiday period.The data confirms a dip in earnings during the Thanksgiving week (November 20-26, 2023):

• DoorDash’s total pay dropped to $208.82, its lowest in the period analyzed.
• Uber’s total pay fell to $450.22, a significant decrease from $506.48 the previous week.
• Lyft experienced a similar decline, with total pay falling to $300.06 from $331.98.

The Post-Thanksgiving Surge

However, what followed was a remarkable turnaround that paints a more optimistic picture of the gig economy’s resilience:

• Uber’s total pay skyrocketed to $539.65 the week after Thanksgiving, a 19.9% increase from the holiday week. It further climbed to an impressive $573.56 the following week, marking a 27.4% rise from the Thanksgiving dip.
• DoorDash saw its total pay bounce back to $227.51 the week after Thanksgiving, its highest in the period analyzed and a 9% increase from the holiday week.
• Even Lyft, which had faced criticism, saw its total pay recover to $317.16 and then $322.90 in the two weeks following Thanksgiving, representing increases of 5.7% and 7.6% respectively.

Contextualizing the Fluctuations

It’s important to note that the Thanksgiving dip was likely due to several holiday-related factors:

1. Many people travel to be with family, potentially reducing the demand for local ride-sharing and food delivery services.
2. Some customers may cook at home rather than ordering food delivery during the holiday.
3. Businesses may have reduced hours or closures, limiting opportunities for gig workers.

The strong recovery in the following weeks can be attributed to:

1. Increased shopping activities, including Black Friday and Cyber Monday, boosting demand for deliveries.
2. People returning from holiday travel, increasing ride-sharing demand.
3. A potential rise in food delivery orders as people return to normal routines after the holiday.

Platform-Specific Resilience

Some platforms showed remarkable stability even during the holiday period:

• Instacart maintained relatively steady earnings, with its total pay actually increasing slightly to $202.17 during Thanksgiving week, up from $190.92 the previous week.
• While Uber Eats and Grubhub saw dips, they were less severe than ride-sharing services, suggesting that food delivery remained somewhat steady during the holiday.

Thanksgiving 2023: A Tale of Resilience in the Gig Economy

Should You Drive During Thanksgiving? Crafting Your Gig Strategy

The data from 2023 highlights an important lesson for gig workers: the decision to work during Thanksgiving should be part of a carefully crafted strategy, not a one-size-fits-all approach.

Factors to Consider:

1. Platform Choice: Different platforms showed varying levels of resilience. For instance, Instacart maintained steady earnings, while ride-sharing services experienced more significant dips[1].
2. Location Matters: Earnings potential can vary greatly depending on your area. Urban centers might see different patterns compared to suburban or rural areas.
3. Timing is Key: The data shows a clear dip during Thanksgiving week, followed by a strong recovery. Consider focusing your efforts on the post-Thanksgiving surge.
4. Service Type: Food delivery services like DoorDash and Uber Eats showed more stability compared to ride-sharing during the holiday week[1].
5. Personal Circumstances: Your own financial needs and family commitments should play a role in your decision.

Developing your own strategy:

1. Analyze Local Trends: Look at historical data for your specific area. What worked last year might not be the same this year.
2. Multi-Platform Approach: Consider signing up for multiple platforms to diversify your income sources.
3. Flexibility is Key: Be prepared to adjust your strategy based on real-time demand and earnings.
4. Focus on High-Earning Periods: If you choose to work during Thanksgiving, consider concentrating your hours during peak times or on the days immediately following the holiday.
5. Balance Work and Personal Time: Remember that taking time off can benefit your well-being, which is crucial for long-term success in the gig economy.

Every driver’s situation is unique, and what works for one may not work for another. The key is to use data-driven insights to inform your decision-making while remaining flexible and attentive to local market conditions.

For a more comprehensive guide on creating your personalized gig economy strategy, including tips for maximizing earnings during holiday periods, check out our detailed article on [LinkedIn Blog: Mastering the Gig Economy: Your Guide to Holiday Earnings].

Thanksgiving 2024 – what to take away

While the initial outlook for Thanksgiving 2023 appeared challenging for gig workers, the data reveals a story of resilience and quick recovery. The post-Thanksgiving surge in earnings across platforms demonstrates the gig economy’s ability to bounce back from temporary setbacks.For gig economy participants in 2024, this data offers valuable insights. While holiday weeks may present temporary challenges, they are often followed by periods of increased demand and higher earnings. 

By adopting a strategic approach and staying informed about market trends, gig workers can navigate the holiday season successfully, turning potential challenges into opportunities for increased earnings.