NRF Consumer Research

NRF conducts consumer research throughout the year, staying on the pulse of the industry and behaviors of consumers as a whole. In addition, NRF gathers member-submitted research from within our network to provide a closer look at the future of retail as well as industry-wide research.

NRF State of Retail & the Consumer

March 20, 2024
Free virtual event

NRF’s State of Retail & the Consumer will explore the health of American consumers and the retail industry with leaders including NRF President and CEO Matthew Shay and NRF Chief Economist Jack Kleinhenz, Ph.D.

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Holiday and seasonal trends

Since 2003, NRF has partnered with Prosper Insights & Analytics to gauge consumers’ spending intentions and celebration plans for American holidays — from Valentine’s Day to Christmas — and milestone events like Graduation and Back to School.

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Millennials

Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.

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Generation Z

Gen Z — those born between 1995 and present — how retailers adapt to their preferences.

A snapshot of consumer shopping habits in 2023

To understand the continuing demand for convenience through options like buy online, pick up in store as well as the consumer response to the current economic environment, the National Retail Federation and Foursquare took a closer look not only at what consumers are saying but also what they actually do.

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Latest consumer research from NRF

Consumer Trends

Winning over the Aspirational Independent

It’s time to switch our attention to Aspirational Independents who represent 15 percent of voters.

Consumer Trends

Consumers want it all

As retailers and brands look to the future, they must focus on aligning offerings with these new consumer expectations.

Retail Gets Real Podcast

The future of AI in consumer experience

Retail Gets Real episode 344: IBM’s Jane Cheung shares consumer study insights and how retailers are using AI

Retail Gets Real Podcast

From Peeps to wreaths: Easter shopping insights with NRF’s Katherine Cullen

Retail Gets Real episode 341: NRF’s head of industry and consumer insights on the ways consumers are celebrating Easter.

Easter

How shoppers are planning to spend on Easter 2024

Springing into the holiday with consumer shopping trends.

How consumers plan to celebrate St. Patrick’s Day 2024

With 62% of Americans planning to celebrate, record spending is on tap.

Valentine’s Day Spending on Significant Others to Reach New Record, NRF Survey Shows

Total spending on significant others for the holiday expected to reach a record $14.2 billion, according to NRF.

Retail Gets Real Podcast

Checking in on 2023 winter holiday shopping trends

Retail Gets Real episode 329: NRF’s VP of Industry and Consumer Insights Katherine Cullen on holiday shopping trends.

Retail Gets Real Podcast

5 things to know about how consumers are shopping for Halloween

Retail Gets Real episode 319: NRF’s VP of Industry and Consumer Insights Katherine Cullen on Halloween spending.