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.

Mother and child look at coat in a store
Checking in with Gen Z
3 new things we’ve learned about their buying power and influence in family shopping.

Past editions

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.
Deal lovers

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.
Millennial parents
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.
Innovations that engage
Consumer View Fall 2017
Unsplash woman walking through shopping experience
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.

Holiday and seasonal trends