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

Holiday shopping
Through the retail lens: Holiday 2020 and the shopper mindset
Consumer psychologist Erica Carranza on delivering certainty in the customer experience.
Sonic Drive-In on COVID-19’s effects on supply chain and consumer demand
Sonic proves that sales growth can happen during a pandemic.
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christmas shopping during covid
Earlier Start to Holiday Shopping Season Embraced by Consumers
Earlier Start to Holiday Shopping Season Embraced by Consumers
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Halloween 2020 shopping
A closer look at Halloween 2020
Sharing the National Confectioners Association’s perspective on the year’s sweetest holiday.
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Five Below holidays
NRF member spotlight: Five Below
Insights on how the retailer is reimagining this historical holiday shopping season.
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