NRF named Trade Association of the Year for tariff advocacy work

The National Retail Federation was named Trade Association of the Year at the 2026 Reed Awards on March 12. Hosted by Campaigns & Elections magazine, the Reed Awards recognize excellence in political campaigning, campaign management and grassroots advocacy. NRF also took home honors for Best Action Center/Grassroots Website for the Tariffs Threaten the American Dream action center.

The recognition was a result of NRF’s full-scale response to the April 2025 “Liberation Day” tariffs which caused extensive uncertainty and unprecedented challenges to the retail industry.  NRF’s Tariffs Threaten the American Dream campaign educated the public and policymakers on the harmful impact of tariffs to businesses, consumers and the overall U.S. economy.

Media dominance

Authentic storytelling was central to the success of the campaign. Since January 2025, NRF has been featured in 27,300 tariff-related news articles, reaching 65 billion impressions and ranking first among trade associations in media coverage.

During the height of trade uncertainty, NRF was a fixture in top-tier outlets such as The Wall Street Journal, CNBC, CNN, NPR and Reuters. Additionally, NRF facilitated hundreds of interviews on behalf of nearly 80 small business owners, generating 15,535 additional mentions.

Amplifying small business voices

At the center of our campaign were the people being hurt the most – small business owners. NRF’s Tariffs Threaten the American Dream action center elevates the voices of retail small business owners and makes their stories easily accessible to policymakers, media and the public.

A testimonial library with firsthand accounts from small businesses across the country was a key feature of the website. This authentic content became a go-to source for reporters covering tariff impacts and helped shape the national narrative. Additionally, the grassroots action tool empowered visitors to take immediate action, generating thousands of messages to Congress.

Robust direct advocacy

In addition to extensive digital engagement, NRF also led the way in Washington, D.C., directly engaging with policymakers. NRF’s senior team held dozens of meetings with the White House, Department of the Treasury, Small Business Administration and the United States Trade Representative, and hosted a major media event with small business advocates ahead of the administration’s “Liberation Day” tariff announcement. On Capitol Hill, NRF organized six fly-ins since April, even during a government shutdown, connecting retailers with more than 200 congressional offices and key committees.

NRF will continue to provide a voice to retailers as trade challenges continue. We thank our advocates for weighing in with policymakers and contributing to the success of our advocacy efforts.