Meet the small retail businesses driving retail forward
NRF’s Small Retail Business Spotlight highlights exceptional small retailers who are innovating, inspiring and making a difference in their communities.
March 2026 Spotlight
Jess Berger
Founder & CEO, Bundle x Joy
Phoenix, Ariz.
1. Tell us the story of how your business started. What inspired you to open your doors?
I started Bundle x Joy after struggling to find quality, allergy-friendly food for my Great Dane Winston. After over a decade of working in the pet industry, I saw the need for a gut-health pet brand, alongside a purposeful approach to giving back and celebrating the people behind the pets.
2. What makes your business unique in your community or industry?
Bundle x Joy was intentionally built with women in mind, recognizing that women make over 80% of pet purchasing decisions, yet very few pet food companies are female-founded. Our community has rallied around our mission to chase joy for pets and people while supporting a brand that invests back into women entrepreneurs and purposeful community impact.
3. What’s something about running a small retail business that people might be surprised to learn?
People often see the wins, but they don’t see the years of blood, sweat and tears behind them. Running a small business means constantly learning, pivoting and finding creative ways to keep pushing forward, even when the hard decisions become the right ones.
Catch up on NRF's Small Retail Business Spotlights.
)
Apply to be featured
The NRF Small Retail Business Hub's monthly spotlight program elevates the personal stories of small business owners who help shape and strengthen communities across the United States.
Read more on eligibility, selection and apply to be considered.
Eligibility
Small retail businesses with less than $38 million in annual revenue and fewer than 500 full-time employees. See prohibited product categories.
Selection
NRF will have full discretion in choosing the businesses featured each month.
Promotion
Featured retailers will appear on the NRF Small Retail Business Hub website for the full month. Each spotlight will include written stories about the business and may include video content.
NRF will also promote each business across its social media channels throughout the month. After their spotlight month, featured businesses will remain on the site’s archive page for ongoing visibility.
)
Small Retail Business Spotlight Application
Prohibited product categories
Crib bumpers, Drop side cribs, incline sleepers, or car seats
Animal Products (fur from the killing of animals or cruel practice – mink, bearskin, angora, mohair); live animals; ivory/rhino or any endangered species
Critical Use Products – seek to save lives (CPR kits, emergency auto telephone dialer, etc.)
Invasive/Non-Invasive Self Treatment & Self Diagnostic Products
Breath Testing Devices and Breathalyzers
Drugs, Alcohol, Tobacco or Drug Paraphernalia
Supplements, folk medicines and snake oil remedies
Cosmetics using animal testing
Violent, obscene and pornographic materials
Weapons and weapon-related products
Profanity and banned words
Promotion of hatred, racism or intolerance including stereotypes on gender, nationality, race, religion or sexual orientation
Costumes that refer to specific cultures
Flags/Maps shown in destructive manner or manipulated
Nudity or sexual inuendo / sexualization of children
Gambling and wagering games/devices
Covert surveillance equipment (including surveillance drones)
High-risk recreation equipment
Fuel additives, gas mileage enhancers or other global hazmat related products
Currency with the exception of gift cards, collectible coins, or tickets
Unauthorized copies or reproductions of artwork that violate any copyright or trademark