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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.

State of Retail & the Consumer 2023
State of Retail & the Consumer

March 29, 2023
Free virtual event

NRF’s State of Retail & the Consumer will explore the health of the American consumer and retail industry with leaders including NRF President and CEO Matthew Shay, NRF Chief Economist Jack Kleinhenz, Ph.D., retail CEOs from major brands, prominent economists and consumer experts.

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.

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

Easter Spending Expected to Reach Record $24 Billion
Consumers plan to spend a collective $24 billion on Easter this year, according to NRF and Prosper.
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How consumers are celebrating a record-breaking St. Patrick’s Day
More than half of adults plan to celebrate and total spending is expected to reach a record $6.16 billion.
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3 things to know about consumer spending
NRF 2023: Insights on inflation’s impact and the outlook for 2023.
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Consumers Plan to Increase Valentine’s Day Spending to Nearly $26 Billion
Consumers are expected to spend $25.9 billion on Valentine’s Day this year.
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Retail Returns Remain Flat in 2022
National Retail Federation and Appriss Retail released a report finding retail returns remained flat in 2022.
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3 ways Generation Z is celebrating Halloween this year
Younger consumers have more plans than any other group.
Read more