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

Connected Commerce

How 2020 was a banner year for retail against all odds

2020 retail holiday and annual sales increased over 2019, but while some sectors grew, others struggled.

Consumer Trends

How next-gen tech solves today’s challenges

NRF 2021 – Chapter 1: Retail innovators from Allbirds, Endear and Shopify discuss what’s working and what’s not.

Consumer Trends

Leaders from Chewy and Sonic Drive-In on rising to meet the challenges of the past year

CEOs Sumit Singh and Claudia San Pedro on meeting customers’ desire for comfort.

Consumer Trends

The pandemic’s impact on the Walmart shopper

Chief Customer Officer Janey Whiteside discusses the pandemic’s effects on consumer behavior.

Consumer Trends

How uncertainty from the pandemic impacts consumer behavior

WGSN’s Andrea Bell on consumer sentiment and how it’s driving behavior.

What's next

Pandemic made this year's holiday forecast the most challenging

1-800-Flowers offers new ways to observe the holidays

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

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