National Retail Federation

NRF State of Retail & the Consumer 2024

2024 Retail Sales Forecast

NRF forecasts retail sales will increase in 2024 between 2.5% and 3.5% to between $5.23 trillion and $5.28 trillion. 

The National Retail Federation is the world’s largest retail trade association.

Every day, we passionately stand up for the people, policies and ideas that help retail succeed.

Retail sales grew in March

CNBC/NRF Retail Monitor, powered by Affinity Solutions, shows retail sales grew in March amid wage gains and easing inflation for goods.


Retail Monitor on CNBC

CNBC’s Steve Liesman joins ‘Squawk Box’ to discuss the latest retail data from the CNBC/NRF Retail Monitor, powered by Affinity Solutions. 

CNBC/NRF Retail Monitor Clip on CNBC April 12, 2024
America’s Retail Champions

Now accepting applications!

NRF is searching for passionate small retailers to join us in Washington, D.C., and share their stories with influential policymakers at the Retail Advocates Summit.

America's Retail Champions
small business displaying USA flag
Retail supports more than 1 in 4 American jobs

Explore the new report, The Economic Contribution of the U.S. Retail Industry, compiled by PwC, to see a view of the retail industry by the numbers, including employment, number of retail establishments, labor income and impact on GDP across the country and in your state. 

State of Retail & the Consumer

Watch the event from March 20, 2024

NRF’s State of Retail & the Consumer explored the health of American consumers and the retail industry with leaders including Walmart U.S. President and CEO John Furner, NRF President and CEO Matthew Shay, NRF Chief Economist Jack Kleinhenz, Ph.D., and economic and consumer experts. 

State of Retail and the Consumer 2024

Latest from NRF

Learn the truth about the Credit Card Competition Act
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Every time a card is swiped, a Wall Street bank profits off small businesses and consumers.
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Strengthening retail risk management and resilience through collaboration
Individuals at NRF PROTECT.
The NRF Retail Law & Risk Workshop brings together retail legal, risk management and security teams for discussion.
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The future of AI in consumer experience
Individuals using a phone to shop.
Retail Gets Real episode 344: IBM’s Jane Cheung shares consumer study insights and how retailers are using AI
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Census Data Shows Retail Sales Grew in March
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Census Bureau data shows March retail sales increased as tax refunds and job growth put more money in shoppers' pockets.
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5 reasons why lower taxes mean better deals for consumers and retailers
Individuals doing taxes.
The Tax Cuts and Jobs Act serves as a catalyst for economic expansion.
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CNBC/NRF Retail Monitor Shows Retail Sales Grew in March
NRF Center for Retail Insights
Retail sales grew at a steady pace in March, according to the CNBC/NRF Retail Monitor, powered by Affinity Solutions.
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How Saks OFF 5TH is crafting customer-centric experiences
Saks OFF 5th Spring collection
Retail Gets Real episode 343: President and CEO Rob Brooks talks about creating hyper-personal experiences for shoppers.
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Celebrating women in retail
Levi's Michelle Gass at NRF 2024: Retail's Big Show.
How women are forging the path to success and helping others along the way.
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Economy Remains ‘Sturdy’ Despite Forecast for Slower Growth
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Despite expectations for slower growth of GDP and retail sales, the economy should continue to do well this year.
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Monthly Economic Review: April 2024
A couple shopping.
Inside NRF’s Annual Retail Sales Forecast – And the Economy.
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How Reformation sticks to its mission and stays ahead of the pack
Reformation CEO Hali Bornstein speaks at NRF 2024: Retail's Big Show.
CEO Hali Borenstein on making a great product, enabling a fast supply chain and using data-informed manufacturing.
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Highlights from NRF’s 2024 State of Retail & the Consumer
Customers shopping
Insights into the future outlook of the retail industry.
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Individuals using a phone to shop.
The future of AI in consumer experience

IBM’s Institute for Business Value Global Research Leader, Consumer Industry, Jane Cheung discusses IBM’s 2024 consumer study, “Revolutionize retail with AI everywhere.”

Students and teacher from Green Oaks Performing Arts Academy.
NRF Foundation RISE Up program gives high schoolers “a hand up”

Nashute Ragster-Manuel, a business teacher at Green Oaks Performing Arts Academy in Shreveport, La., uses the RISE Up training program in her classroom teaching her students foundational skills to help them get hired in retail and forge a path to success after graduation.

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