NRF Consumer Research

NRF produces consumer research throughout the course of the year, dissecting everything about consumers traits

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.

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.

Matt Shay at SORAC 2022
State of Retail and the Consumer

NRF’s second-annual State of Retail and the Consumer virtual event explored the health of the American consumer and key behavior trends during and after the pandemic. Watch the video on demand and hear from industry experts including NRF President and CEO Matthew Shay, NRF Chief Economist Jack Kleinhenz, Ph.D., retail CEOs from major brands and market researchers.

Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.
Generation Z
Gen Z — those born between 1995 and present — how retailers adapt to their preferences.
Winning over the Aspirational Independent

We’ve all heard of Soccer Moms, a key swing voter segment in the 1996 presidential election with a clear sense of identity. Now it’s time to switch our attention to Aspirational Independents.

Consumers want it all

Consumers have been through the wringer — but they’re resilient. They’ve found creative ways to adapt to extreme circumstances, using technology to navigate uncertainty in new ways. And now they expect brands to do the same.

Consumer shopping on smartphone

Latest consumer research from NRF

3 ways Generation Z is celebrating Halloween this year
Younger consumers have more plans than any other group.
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What’s trending in back-to-college shopping
NRF’s research shows increases in planned spending on electronic accessories and furniture.
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How consumers are rethinking their Independence Day BBQs
A look at the role of climate change in Americans’ eating habits.
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Consumer Views on Inflation
NRF surveyed shoppers in May 2022 to understand how their behaviors and attitudes are changing in the face of inflation.
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Here’s how consumers are celebrating moms this Mother’s Day
Flowers, jewelry and gifts of experience all rank high on the list.
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Earth Day confessional: An interview with NRF’s VP for sustainability
Scot Case discusses retail sustainability, how to measure it and why he cares about it.
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