Consumer View Spring 2018

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.

In the Spring 2018 Consumer View, NRF takes a closer look at an emerging group of consumers: millennial parents. Millennials lead more than half of households with children today and are an important part of the $1 trillion that U.S. families spend annually on their kids. However, compared with parents from other generations or even millennials without kids, millennial parents have a different approach to shopping for themselves and their families.

Click through the slideshow below to learn more about the lifestyle and values of millennial parents and what it means for the brands and retailers they shop.


If you like podcasts, listen to NRF's Director of Industry and Consumer Insights Katherine Cullen discuss generational differences in parenting with a millennial mom and a Gen X dad.

For more data on consumer behaviour, check out NRF's Consumer View or browse more topics on NRF’s consumer research and data.