More than half of Americans say splurging on lavish, premium meals is their go-to move for turning a rough week around (58%), according to new research.
A new survey of 2,000 adults looked at the daily “dinner decisions” they make, and it found that 60% of those surveyed said the thought of having an interesting meal at the end of the week motivates them during the week.
The “save it for a special occasion” era may officially be over. Almost three-quarters of respondents (72%) would prefer to have their favorite meal more regularly.
The sentiment goes beyond just frequency, too — more than two-thirds (68%) believe “fancy” foods should be enjoyed any day of the week.
Conducted by Talker Research for Alaska Seafood Marketing Institute, the survey found that of those who said that seafood is one of their go-to end-of-week meals, nearly half agree that it’s one of the most satisfying kinds of food.
Seven in 10 consume seafood at least once a month (73%), and results also showed that more than a quarter of seafood lovers say the meal always feels like a special occasion (27%).
But they don’t always come to this conclusion quickly. The average respondent spends almost 16 minutes per day deciding what to have for dinner.
This adds up to more than an hour and a half per week, or four full days a year.
Respondents admitted they have a harder time deciding what to eat for dinner than they do choosing what to watch on TV (63% vs. 37%), what to wear in the morning (81% vs. 19%), or even how to spend a free afternoon (61% vs. 39%).
The answer may be as simple as including a “little luxury” within their regular meals. The “premium” ingredients respondents would like to add to their weekly dinner rotation include shrimp (31%), prime rib (28%), and salmon (24%).
Among consumers planning their end-of-week meal more than two days in advance, nearly one in five choose seafood (18%), making it one of the top meal choices alongside pizza (44%) and fried chicken (25%).
For seafood lovers, the draw is easy to explain. Those who eat seafood said the taste (58%), the health benefits (37%), and the freshness (36%) were the things they enjoyed the most.
“We weren’t surprised to see that two-thirds of Americans want to incorporate more seafood into their diets — while seafood can sometimes feel intimidating to cook, it’s often much easier and more approachable than people expect,” said Greg Smith, communications director at Alaska Seafood Marketing Institute.
“Not only that, but it’s nice to have easy meals that still feel a little special, especially knowing the results showed that nearly six in 10 respondents turn to ‘premium’ foods to help improve a difficult day or week. Keeping options like frozen Alaska sablefish or Alaska salmon on hand can make meal planning less stressful while still delivering something flavorful and satisfying.”
That premium dinner experience starts with quality — and for most, quality has a clear home. Alaska (32%) ranked first in where respondents anticipate quality seafood is sourced from, followed by the south (17%) and the west coast (12%).
With all things considered, an “elevated” dinner doesn’t require a reservation for most. Those surveyed are satisfied with seafood’s ability to transform a home dinner, as 49% agree that seafood can be just as, if not more, satisfying when made at home than from a restaurant.
More than a quarter are even confident in their sushi skills, believing that homemade sushi can be just as, if not more, enjoyable, too (28%).
That same “no compromise on quality” mindset extends somewhere surprising: the freezer aisle, where premium options are making it easier than ever to bring that elevated dinner experience home.
Nearly two-thirds of Americans want to lean into time-saving frozen options in the next year (63%), and with 22% already turning to frozen meals to power through the end of the week, it’s clear they deliver on both time and quality.
“While it can be nice to have a good meal to look forward to at the end of a long week, we love seeing that respondents believe ‘fancy’ foods should be eaten more regularly,” said Smith. “Deciding what to eat for dinner every day can be exhausting, so keeping some healthy, delicious favorites on hand can make that process easier. Wild Alaska seafood is a great option because it feels elevated while still being approachable for everyday meals. There’s such a great variety of Alaska seafood, including options like salmon burgers or pollock fish sticks, that there’s a great option for every meal and every price point.”
Research methodology:
Talker Research surveyed 2,000 general population Americans who have access to the internet; the survey was commissioned by Alaska Seafood and administered and conducted online by Talker Research between May 15 – May 19, 2026.
