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

Small Business

Food trucks find new opportunities

Many have moved to parks, residential areas, catered events and drive-in movie theaters.

Consumer Trends

Through the retail lens: Shopper response to retail’s racial reckoning

Kantar Retail SVP Todd Szahun on authentically communicating values to consumers.

Consumer Trends

How hair care company Prose personalizes beauty

Co-founder Paul Michaux on using tech to customize customer connections.

Consumer Trends

COVID-19 takes its toll on toys

Movie delays create merchandising challenges for toy retailers.

Halloween

Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19

What's next

Through the retail lens: Spirit Halloween’s outlook

Retailers say credit insurance plan could increase liquidity during pandemic downturn

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

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