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

Consumer Trends

NRF member spotlight: Five Below

Insights on how the retailer is reimagining this historical holiday shopping season.

Consumer Trends

Consumers Prioritize Spending on Family, Friends Ahead of Holiday Season

As the coronavirus pandemic extends into the winter holiday season, consumers are looking to purchase gifts that bring j

Consumer Trends

One good product

Public Goods CEO Morgan Hirsh on the DTC brand’s sustainability and retail partnerships.

Consumer Trends

It’s time to talk about racial equity

LP experts hold a candid conversation about fighting for change.

Small Business

Food trucks find new opportunities

Many have moved to parks, residential areas, catered events and drive-in movie theaters.

What's next

NRF member spotlight: Five Below

NRF Launches “New Holiday Traditions” Campaign

Through the retail lens: Hiring for the holidays

Through the retail lens: Spirit Halloween’s outlook

Retailers say credit insurance plan could increase liquidity during pandemic downturn

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