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.

Millennials

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

Latest news on consumer trends

Consumer Trends

Through the retail lens: Holiday 2020 and the shopper mindset

Consumer psychologist Erica Carranza on delivering certainty in the customer experience.

Consumer Trends

Sonic Drive-In on COVID-19’s effects on supply chain and consumer demand

Sonic proves that sales growth can happen during a pandemic.

Winter Holidays

Earlier Start to Holiday Shopping Season Embraced by Consumers

Halloween

A closer look at Halloween 2020

Sharing the National Confectioners Association’s perspective on the year’s sweetest holiday.

Consumer Trends

NRF member spotlight: Five Below

Insights on how the retailer is reimagining this historical holiday shopping season.

What's next

NRF expects holiday sales will grow between 3.6 and 5.2 percent

Through the retail lens: Holiday 2020 and the shopper mindset

6 ways retailers are making holiday shopping safe, merry and bright

How malls are remaking the holiday experience

Reimagining Macy’s Thanksgiving Day Parade

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