NRF Research

NRF produces research throughout the year responding to trends, consumer sentiment and economic forces.
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.


Latest consumer research from NRF

How COVID-19 is impacting boomers’ shopping behavior
From shopping online to curbside pickup, the pandemic has shifted boomers' priorities.
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Meet the 2020 consumers driving change
How values and personal beliefs are driving consumers' shopping habits and choices.
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Consumer View
NRF’s Consumer View is a quarterly look at what shapes retail.
Holiday consumer spending
Back to School
Survey results and consumer insights related to retail's second biggest spending event of the year.
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Latest industry research

Customer Returns in the Retail Industry 2021
NRF and Appriss Retail surveyed retailers to better understand the current returns landscape.
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Consumers want it all
As retailers and brands look to the future, they must focus on aligning offerings with these new consumer expectations.
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2021 Retail & Fashion Digital and Technology Benchmark
NRF and Boston Consulting Group’s 2021 Retail & Fashion Digital and Technology Benchmark.
Members only
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NRF 2020 Wildfire Survey
A look at how the 2020 wildfires impacted retailers.
Members only
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National Retail Security Survey 2020
Compelling statistics on inventory loss, its financial impact and strategies for fighting fraud.
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All NRF original research