Consumer Trends

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NRF’s Consumer View

NRF’s Consumer View series looks at what shapes retail, including how and why consumers make purchasing decisions and how retailers can adapt to changing consumer tastes.

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Generation Z

All of NRF's research on the emerging generation of consumers — those born in 1995 and later.

Millennials

Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.

Latest news on consumer trends

Mother and child look at coat in a store

Consumer View

Checking in with Gen Z

3 new things we’ve learned about their buying power and influence in family shopping.

Halloween

Halloween shopping trends: Then and now

A decade of change around costumes, pets and Instagram.

Mother and child shopping for groceries choosing fruit

Consumer View

Consumer View Fall 2019

Keeping up with Gen Z: Young consumers hold significant buying power and the retail industry has a laser focus on them.

Consumer View

Gen Z: The next generation of retail influencers and spenders

Generation Z increasingly influences household spending according to a new NRF report.

Halloween

Social media influencing near-record Halloween spending

U.S. consumers turn to social media for Halloween inspiration, leading to near-record spending

What's next

NRF forecasts holiday sales will grow between 3.8 and 4.2 percent

Retailers respond to tariff delay ahead of holiday season

The luck of the Irish

3 ways consumers are continuing to shop after the holidays

Procrastinators rush to meet holiday deadline

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