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.
Keeping up with Gen Z
Young consumers hold significant buying power and the retail industry has a laser focus on them.
- 87 percent of parents say their children influence at least some aspect of their purchases, either for household items or for themselves
- Parents involve their children for a variety of reasons: the children will be using the item (57 percent), their opinion matters to their parents (57 percent), and to teach decision making (56 percent)
- Members of Gen Z are most likely to spend their own money on entertainment purchases such as apps, books/music and toys/games
Learn how Gen Z — born 1995 and later — is already exerting influence over household family spending and shopping behavior in the latest Consumer View report.
Past editions
Consumer View Summer 2019
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
How retailers’ strategies around technology, fulfillment and store experience played out over the past year.
Investments that pay off
Consumer View Fall 2018
The popularity of discount shopping and how it is impacting the mindset of today’s consumer.
Deal lovers
Consumer View Spring 2018
NRF takes a closer look at an emerging group of consumers, millennial parents.
Millennial parents
Consumer View Winter 2018
Fulfillment and shipping, the importance of experience in retail and what types of innovations engage shoppers.
Innovations that engage
Consumer View Fall 2017
Learn about what brings millennials and Gen Z into the store.
Tech that transforms
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.