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

large group of people are seen shopping on black friday

Economy

NRF Forecasts Retail Sales to Exceed $4.33T in 2021 as Vaccine Rollout Expands

NRF forecasts that retail sales will grow between 6.5 percent and 8.2 percent to more than $4.3 trillion in 2021

Connected Commerce

The company helping major retailers become major re-sellers

Trove Founder and CEO Andy Ruben on the sustainability system that brings consumers back.

Valentine’s Day

3 ways COVID-19 is changing Valentine’s Day plans this year

Consumers still plan to celebrate, but love is different in the bubble.

Connected Commerce

How 2020 was a banner year for retail against all odds

2020 retail holiday and annual sales increased over 2019, but while some sectors grew, others struggled.

Consumer Trends

How next-gen tech solves today’s challenges

NRF 2021 – Chapter 1: Retail innovators from Allbirds, Endear and Shopify discuss what’s working and what’s not.

What's next

2020 Holiday Season: One for the Record Books

Pandemic made this year's holiday forecast the most challenging

1-800-Flowers offers new ways to observe the holidays

NRF expects holiday sales will grow between 3.6 and 5.2 percent

Through the retail lens: Holiday 2020 and the shopper mindset

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