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

Hundreds of people shop at a busy outdoor mall during the holiday season

Winter Holidays

Thanksgiving weekend draws nearly 190 million shoppers, spending up 16 percent

Thanksgiving weekend drew nearly 190 million shoppers according to NRF and Prosper Insights

Winter Holidays

Infographic: The holiday consumer

A look at the holiday consumer heading into Thanksgiving weekend.

Woman holding a gift box in the winter during holiday season

Winter Holidays

Half of holiday shoppers have already started

Over half of consumers have already started their holiday shopping according to survey from NRF

Young woman holds wrapped gift and looks at phone while holiday shopping

Winter Holidays

4 things to know about Gen Z's holiday shopping habits

What inspires college students to shop this season

holiday shopper carrying giftwrapped items

Winter Holidays

More than 165 million people expected to shop over five-day Thanksgiving weekend

NRF expects more than 165 million people to shop Thanksgiving Day through Cyber Monday

What's next

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

Retailers respond to tariff delay ahead of holiday season

The luck of the Irish

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