Consumer View

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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 is a quarterly look at what shapes retail.

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The Robot in the Room

Consumers are embracing the use of retail technology to improve their shopping experience.

  • More than 3 out of 5 consumers say technology has improved their shopping experience.
  • More than half of consumers say it’s important for retailers and brands to have information on which products are in stock or available
  • More than 6 in 10 consumers who have shopped through a voice assistant like Alexa or Google Home are interested in trying it again
  • 78 percent of consumers who have shopped on a social channel like Instagram or Pinterest are interested in trying it again

See the latest issue of the Consumer view report to see what today’s shoppers view as a “must have” when it comes to retail technologies and how they feel about emerging innovations like social shopping, voice assistants and augmented reality.


Past editions of the Consumer View

Investments that pay off

Learn about experiential retail, new gifting models and fulfillment strategies that were key players in 2018.

Man using phone in store
Deal lovers

89 percent of shoppers today say they buy from discount retailers, and they come from every generation, income group and region of the country. They are not only used to buying items on sale, but they are also confident in their ability to always find a deal.

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Millennial parents

Are millennial parents different from parents of other generations? The Spring 2018 Consumer View report finds that millennial parents have a unique approach to shopping for themselves and their families.

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Innovations that engage

The Winter 2018 Consumer View examines consumer attitudes toward fulfillment and shipping, the importance of experience in retail and what types of innovations engage shoppers.

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Tech that transforms

Learn about shoppers’ experiences with technology, what brings millennials and Gen Z into the store and what differentiates the online and in-store shopper in the Fall 2017 Consumer View.

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Dig deeper into topics

The subscription-box consumer
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Who are the subscription box customers? You might be surprised.
Read more
The customer channel
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Physical retail remains an important touchpoint for consumers. Here's how retailers can win.
Read more
Technology and the consumer
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What attracts customers today and what will shape the commerce of tomorrow in terms of retail tech.
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