Consumer View

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Consumer View

A quarterly look at what shapes retail today

Consumers’ choices in terms of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a quarterly look at what shapes retail.

Deal lovers

89 percent of shoppers today say they buy from discount retailers like off-price, dollar, outlet and discount grocery stores. These customers come from every generation, income group and region of the country. They are not only used to buying items on sale, but they are also confident in their ability to always find a deal.

In this slideshow edition of the Consumer View, NRF explores the popularity of discount shopping and how it is impacting the mindset of today’s consumer.

Hundreds of people shop at a busy outdoor mall during the holiday season
5 things to know about discounts this holiday season

Consumers are hit with a barrage of sales and marketing messages around this holiday, but how do they actually behave when it comes to sales and promotions?

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Spotlight on sales and promotions

Infographic: Find out why consumers love a good sale.


Check out past editions of the Consumer View

Millennial parents

Are millennial parents different from parents of other generations? The Spring 2018 Consumer View report finds that millennial parents have a unique approach to shopping for themselves and their families.

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Innovations that engage

The Winter 2018 Consumer View examines consumer attitudes toward fulfillment and shipping, the importance of experience in retail and what types of innovations engage shoppers.

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Tech that transforms

Learn about shoppers’ experiences with technology, what brings millennials and Gen Z into the store and what differentiates the online and in-store shopper in the Fall 2017 Consumer View.

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Dig deeper into topics

The subscription-box consumer
image of cardboard boxes that need to be delivered
Who are the subscription box customers? You might be surprised.
Read more
The customer channel
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Physical retail remains an important touchpoint for consumers. Here's how retailers can win.
Read more
Technology and the consumer
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What attracts customers today and what will shape the commerce of tomorrow in terms of retail tech.
Read more

Want more consumer trends? See NRF's extensive research and data into holidays and seasonal events, from Valentine's Day to Halloween and everything in between.

Holiday and seasonal trends