Consumer View

Woman carrying shopping bags and smiling

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 series looks at what shapes retail, from retailers’ investments in technology to changing consumer preferences.

A couple looks at phone outside of a store
 
Convenience and the consumer

Consumer View Winter 2020

Over nine in 10 consumers choose a retailer based on convenience.

Discover more about how convenience shapes consumer behavior and what this means for retail in the latest Consumer View.

 

Past editions

Consumer View Fall 2019
 
Mother and child shopping for groceries choosing fruit
Keeping up with Gen Z: Young consumers hold significant buying power and the retail industry has a laser focus on them.
Keeping up with Gen Z
Consumer View Summer 2019
 
NRF 2019 Expo Hall robot
How today’s shoppers feel about emerging innovations like social shopping, voice assistants and augmented reality.
The robot in the room
Consumer View Winter 2019
 
Man using phone in store
How retailers’ strategies around technology, fulfillment and store experience played out over the past year.
Investments that pay off

Consumer View Fall 2018
 
a guy contemplates whether he should purchase the light blue shirt or medium blue shirt
The popularity of discount shopping and how it is impacting the mindset of today’s consumer.
Read more
Consumer View Spring 2018
 
a mother and a father walking their toddler baby
NRF takes a closer look at an emerging group of consumers, millennial parents.
Read more
Consumer View Winter 2018
 
Woman in front of touch screen mirror at Rebecca Minkoff
Fulfillment and shipping, the importance of experience in retail and what types of innovations engage shoppers.
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