Christmas Tree shopping

2019 holiday forecast

Sales during November and December will grow between 3.8 and 4.2 percent

NRF is the world’s largest retail trade association. Every day, we stand up for, celebrate, educate and inspire the people who power the retail industry. 

NRF 2020 Vision: Retail’s Big Show

Microsoft CEO Satya Nadella to deliver opening keynote

Learn how Microsoft’s success is built around a purpose-led culture and business model and hear Nadella’s thoughts on the future of retail and technology.

Microsoft CEO Satya Nadella's headshot
Matt on Fox Business 10-7-2019 Holiday Forecast
Strong holiday season ahead

Video: NRF President and CEO Matthew Shay points to positive trends in the market that could contribute to holiday spending on Fox Business News.


From the blog

Stories around retail industry insights, trends and transformation.
More stories
Checking in with Gen Z
Mother and child look at coat in a store
3 new things we’ve learned about their buying power and influence in family shopping.
Read more
Halloween shopping trends: Then and now
dog in superhero costume
A decade of change around costumes, pets and Instagram.
Read more
7 startups compete for spotlight at Tech Trends event
Audience at an event listening to speaker
Brain of the Store AI platform takes top prize.
Read more
4 ways tariffs could make football season more expensive
Three people in a parking lot tailgating
There’s a new penalty in play that threatens to interfere with fans’ enjoyment of the game.
Read more
How Lilly Pulitzer used its 60th anniversary to build loyalty
Lilly Pulitzer CEO Michelle Kelly speaking on stage at NRF NXT
Three ways Lilly Pulitzer leveraged a big anniversary to connect with old and new customers in a meaningful way.
Read more
4 ways tariffs could make football season more expensive
There’s a new penalty in play that threatens to interfere with fans’ enjoyment of the game.
Cartoon image of two boys tailgating at a football game
Mother and child shopping for groceries choosing fruit
Keeping up with Gen Z

Young consumers hold significant buying power and the retail industry has a laser focus on them. In the latest Consumer View report, NRF surveyed parents of Gen Z — born 1995 and later — and 87 percent of respondents say their children influence at least some aspect of their purchases, either for household items or for themselves.


We stand up for the industry

We advocate for retail through strong representation, year-round education and impactful storytelling. Addressing complex policy issues like tariffs, data security and sales tax fairness, we speak out for retail with a clear and authentic voice like no one else can.

Learn how we champion the people and policies that fuel success for retailers.

Retail Gets Real podcast

Retail Gets Real Podcast
NRF’s weekly podcast features unfiltered, insightful conversations with the industry’s most interesting people.
More episodes
Designing the store for a digital-first consumer
Healy Cypher of Zivelo recording Retail Gets Real podcast
Retail Gets Real episode 140: ZIVELO’s Healey Cypher discusses the do’s and don’ts of a technology-enabled store.
Read more
How Take Care creates an oasis for wellness
Take Care store in Washington D.C.
Retail Gets Real episode 138: How one small business creates a space people want to linger in.
Read more
Drybar CMO Sarah Hoffmann on experiential retail
Drybar's Sarah Hoffmann at NRF podcast recording
Retail Gets Real episode 136: How Drybar acts like a BFF inside and outside the salon.
Read more
The store of the future with WD Partners’ Lee Peterson
Lee Peterson of WD Partners recording NRF podcast
Retail Gets Real episode 135: To truly meet customers’ needs, retailers need to reorganize around them.
Read more
Zulily’s Brian Doherty: Creating unique experiences
Zulily's Brian Doherty recording NRF podcast
Retail Gets Real episode 137: Zulily’s personalized approach and the thrill of the find.
Read more

SmartBrief newsletters

Want to be the first to know about the latest retail news? Choose from five curated editions and subscribe for free.

Sign up for SmartBrief

a kid in their halloween costume stands with his halloween pumpkin for trick or treating
Halloween 2019

Consumer spending to reach $8.8 billion

  • Shoppers say they will spend an average $86.27
  • 35 percent cite online search as the top source of inspiration

Get more data and find out this year’s top costumes for children, adults and pets.