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.

Past editions

Consumer View Winter 2020
A couple looks at phone outside of a store
How convenience shapes today’s shopping and the future role of convenience for the retail industry.
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Consumer View Fall 2019
Mother and child shopping for groceries choosing fruit
Keeping up with Gen Z: Young consumers hold significant buying power and the retail industry has a laser focus on them.
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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.
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Consumer View Winter 2019
Man using phone in store
How retailers’ strategies around technology, fulfillment and store experience played out over the past year.
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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.
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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.
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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.
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Consumer View Fall 2017
Unsplash woman walking through shopping experience
Learn about what brings millennials and Gen Z into the store.
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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