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.

See trends

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

a mom and a little boy are shown painting an easter egg together in the living roome

Consumer Trends

How consumers are celebrating Easter amid a pandemic

Plans may look different this year, but there's no stopping the Easter Bunny.

Customer Experience

J.Lo collaborates with DSW

Fashionistas can begin putting their fiercest foot forward this spring.

Zeynep Ton, MIT Sloan School of Management with Ellen Davis

Customer Experience

Ensuring retail jobs are good jobs

Retail Gets Real episode 161: Author Zeynep Ton on how to follow the playbook of some of the best retail companies.

Customer Experience

2020 beauty trends

What's hot and not, according to 235 million Instagram posts.

Photo of Sephora store interactive display

Customer Experience

How Sephora evolves the in-store experience

Retail Gets Real episode 160: Alison Hahn, Sephora’s SVP of Merchandising for Color and Fragrance, talks disruption.

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

Half of holiday shoppers have already started

Holiday shoppers plan to spend 4 percent more this year

NRF forecasts holiday sales will grow between 3.8 and 4.2 percent

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