Consumer Trends

Explore more trends

Woman carrying shopping bags and smiling

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.

See trends

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

How hair care company Prose personalizes beauty

Co-founder Paul Michaux on using tech to customize customer connections.

Consumer Trends

COVID-19 takes its toll on toys

Movie delays create merchandising challenges for toy retailers.

Halloween

Consumers Anticipate New Ways to Celebrate Halloween, Despite COVID-19

Halloween

Through the retail lens: Spirit Halloween’s outlook

President and CEO Steven Silverstein talks about the unique challenges of celebrating this year.

Consumer Trends

The rise of men's cosmetics and brands making their mark

It’s the next step after interest grew in skincare and fashion.

What's next

Through the retail lens: Spirit Halloween’s outlook

Retailers say credit insurance plan could increase liquidity during pandemic downturn

Nearly 148 million Americans plan to shop Super Saturday

November retail sales kick off holiday season with 2.1 percent growth over last year and more shopping to come

Half of holiday shoppers have already started

Want to get and edge over your competition? Sign up for NRF SmartBrief — a free daily newsletter filled with the day's top retail news and industry information.

Get SmartBrief