NRF Consumer Research

NRF conducts consumer research throughout the year, staying on the pulse of the industry and behaviors of consumers as a whole. In addition, NRF gathers member-submitted research from within our network to provide a closer look at the future of retail as well as industry-wide research.

NRF State of Retail & the Consumer

March 20, 2024
Free virtual event

NRF’s State of Retail & the Consumer will explore the health of American consumers and the retail industry with leaders including NRF President and CEO Matthew Shay and NRF Chief Economist Jack Kleinhenz, Ph.D.

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Holiday and seasonal trends

Since 2003, NRF has partnered with Prosper Insights & Analytics to gauge consumers’ spending intentions and celebration plans for American holidays — from Valentine’s Day to Christmas — and milestone events like Graduation and Back to School.

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Millennials

Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.

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Generation Z

Gen Z — those born between 1995 and present — how retailers adapt to their preferences.

A snapshot of consumer shopping habits in 2023

To understand the continuing demand for convenience through options like buy online, pick up in store as well as the consumer response to the current economic environment, the National Retail Federation and Foursquare took a closer look not only at what consumers are saying but also what they actually do.

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Latest consumer research from NRF

Consumer Trends

Winning over the Aspirational Independent

It’s time to switch our attention to Aspirational Independents who represent 15 percent of voters.

Consumer Trends

Consumers want it all

As retailers and brands look to the future, they must focus on aligning offerings with these new consumer expectations.

Halloween

Consumer trends in Halloween shopping and celebration

Reasons for early shopping, the season’s biggest fans and how they’re spending.

Retail Gets Real Podcast

How Gen Z is redefining retail

Retail Gets Real episode 361: NIQ’s Rachel Bonsignore on how to connect with the ‘first truly global generation’.

Generation Z

The state of Gen Z

This report presented by NIQ and the National Retail Federation, explores the latest insights on Gen Z.

NRF Research

Top 3 retail trends driving industry transformation in 2024

Adapting to new business models and shifting consumer expectations.

Mother’s Day

Mother’s Day 2024 is all about the classics

With a return to timeless gifts like flowers and special outings, consumers plan to spend an average of $254 per person.

Retail Gets Real Podcast

The future of AI in consumer experience

Retail Gets Real episode 344: IBM’s Jane Cheung shares consumer study insights and how retailers are using AI

Retail Gets Real Podcast

From Peeps to wreaths: Easter shopping insights with NRF’s Katherine Cullen

Retail Gets Real episode 341: NRF’s head of industry and consumer insights on the ways consumers are celebrating Easter.