Consumer Trends

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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.
Generation Z
All of NRF's research on the emerging generation of consumers — those born in 1995 and later.
Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.

Latest news on consumer trends

Food trucks
Food trucks find new opportunities
Many have moved to parks, residential areas, catered events and drive-in movie theaters.
Retail and BLM
Through the retail lens: Shopper response to retail’s racial reckoning
Kantar Retail SVP Todd Szahun on authentically communicating values to consumers.
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Prose haircare
How hair care company Prose personalizes beauty
Co-founder Paul Michaux on using tech to customize customer connections.
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Toy shopping amid coronavirus
COVID-19 takes its toll on toys
Movie delays create merchandising challenges for toy retailers.
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Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19
Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19
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