Retail’s Big Show has long been the industry’s can’t-miss gathering. In this episode of Retail Gets Real, we get an inside look at what’s ahead for NRF 2026, straight from the leaders who bring the event to life. We’re joined by Susan Newman, senior vice president of event strategy at the National Retail Federation; Jill Dvorak, senior vice president of content; and Scot Case, vice president of corporate social responsibility and sustainability and executive director of NRF’s Center for Retail Sustainability, to preview what attendees can expect at the retail industry’s most influential event.
At the heart of NRF 2026 is the show’s theme, “The Next Now.” Dvorak says the phrase reflects two realities shaping retail today: Innovation is arriving faster than ever, and the next generation of consumers, retailers and solution providers is already reshaping the industry. What once felt futuristic is now arriving at retailers’ doorsteps, while shifting expectations around how people engage with content, technology and brands are redefining the retail experience in real time.
NRF 2026 will once again take over three levels of the Jacob K. Javits Convention Center, featuring more than 1,000 exhibitors and hundreds of thousands of square feet of future-forward technology. Newman highlights the Innovator Showcase, a curated selection of 50 emerging technologies poised to transform how retailers operate and how consumers shop. The Startup Hub brings together dozens of new-to-market companies, while the Foodservice Innovation Zone focuses on technologies changing restaurants, quick-service, delivery and grab-and-go experiences.
Immersive activations add another layer to the Expo, including hands-on experiences designed to demonstrate new retail concepts in action — from experiential technology demos to interactive environments that blend innovation with entertainment.
Content remains a cornerstone of Retail’s Big Show. With dozens of keynote speakers, featured stages, and dedicated tracks, NRF 2026 offers programming across leadership, technology, and strategy. Dvorak outlines how keynote sessions anchor each day, while specialized stages dive deeper into emerging topics. Artificial intelligence in particular takes center stage with a dedicated AI stage offering focused sessions and roundtables, while AI insights are woven throughout the broader agenda.
A major addition this year is NRF Rev, a co-located event focused on reverse logistics, returns, resale, refurbishing and the circular economy. Newman and Dvorak describe how the event responds to growing pressure on retailers to manage returns, costs and sustainability more effectively. Case expands on this vision, calling reverse logistics and circularity one of the most transformative shifts retail has seen — with the potential to create entirely new value chains powered by collaboration and technology.
Plus, we hear practical advice from the people behind the scenes: Plan ahead, use the mobile app, dress for New York City in January, bring comfortable shoes and prepare for long, energizing days on the show floor. With content, networking, entertainment, and innovation converging, NRF 2026 promises to be a defining moment for the retail industry.
Listen to the full episode of Retail Gets Real to hear directly from the experts shaping Retail’s Big Show — and to start planning for what’s next, now.
(00:00:00) What “The Next Now” means for retail
How innovation is arriving faster than retailers expect
What “what’s next” already being here really looks like
Why the next generation of shoppers and leaders changes everything
(00:04:42) Inside the NRF Expo experience
How the Innovator Showcase and Startup Hub spotlight what’s coming next
Why foodservice technology is a major focus this year
How immersive activations bring retail concepts to life
(00:07:03) Keynotes, AI and must-see content
Why the show’s schedule is designed around focus and flow
What makes the dedicated AI stage different from everything else
How “Ask the Speaker” creates deeper, off-stage conversations
(00:10:20) Networking, celebrations and shared experiences
Why entertainment and networking are built into the agenda
What attendees can expect from concerts and Expo happy hours
How informal moments create some of the most valuable connections
(00:11:29) Introducing NRF Rev and the circular economy
How reverse logistics is shifting from cost center to opportunity
What retailers can control amid economic uncertainty
Why sustainability and efficiency are now business priorities
(00:13:27) Insider tips for navigating Retail’s Big Show
The essentials seasoned attendees never forget
Get ready for Retail’s Big Show in NYC
Learn more about the all-new NRF Rev
Become an NRF member and join the world’s largest retail trade association
Learn about retail advocacy at nrf.com/advocacy
Find more episodes at retailgetsreal.com
