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Consumer Trends

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NRF’s Consumer View
NRF’s Consumer View series looks at what shapes retail, including how and why consumers make purchasing decisions and how retailers can adapt to changing consumer tastes.
 
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Generation Z
All of NRF's research on the emerging generation of consumers — those born in 1995 and later.
 
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Millennials
Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.
 
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Latest news on consumer trends

 
Man wearing a mask in crowd of protesters
Consumer Trends
How social values are impacting consumer behavior
Retail Gets Real episode 176: GfK's Rachel Bonsignore shares how customers respond to companies that take a stand.
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Sam's club team member uses concierge app
Consumer Trends
How Sam’s Club is accelerating innovation
Retail Gets Real episode 175: Moving quickly to meet members' changing needs during the pandemic.
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José Andrés
Consumer Trends
TikTok brings short-form education to students
The mobile video platform is thinking long-term with virtual learning opportunities in partnership with businesses.
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Woman shops on tablet holding a baby
Consumer Trends
Checking the consumer pulse during the pandemic
Retail Gets Real episode 174: IBM's Karl Haller on what to expect of consumers going forward.
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Retail Sales
May retail sales improve dramatically over April but still below last year
Retail sales rose dramatically in May as retailers began to reopen but remained well below last year's levels.
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What's next

Nearly 148 million Americans plan to shop Super Saturday
November retail sales kick off holiday season with 2.1 percent growth over last year and more shopping to come
Woman holding a gift box in the winter during holiday season
Half of holiday shoppers have already started
a town is shown during the holiday season with decorations and people shopping
Holiday shoppers plan to spend 4 percent more this year
holiday shopper carrying giftwrapped items
NRF forecasts holiday sales will grow between 3.8 and 4.2 percent

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