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This is retail

This is Retail

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NRF's national industry perception campaign

Retail is about more than providing consumers with great products. In 2013, the National Retail Federation launched This is Retail to highlight the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation.

Retail Across America, a series launched in 2014, brings together retailers, universities and students pursuing careers in the industry with state retail associations, legislators and opinion leaders. By the end of 2015, the series will include partnerships with almost 200 retail companies, 15 state retail associations and two universities, as well as interviews with five federal legislators, one governor and events in eight states. Learn more and explore the stories.

One year after launching Retail Across America under the This is Retail campaign, NRF looks back on a year of uncovering some of the industry’s most inspiring and powerful retail stories. Check out some of our most memorable moments from 2014.
Rajeev Sabharwal


Retail supports 42 million American jobs. Think those are all behind a cash register? Retailers hire more finance employees than Wall Street; more engineers than Silicon Valley; and a whole lot of creative minds like photographers, web designers, marketers and writers. Career opportunities within the industry are endless. Explore retail career stories.

826 Valencia's Pirate Supply Store


Retail companies play a critical role in the communities they serve. From product donations and monetary aid in the wake of natural disasters to company-branded social responsibility programs and volunteer initiatives, retail companies and their employees give back and bring people together like it’s their business. Explore retail community stories.



Retailers discover and drive innovation daily — paving the way for quicker access to product, smarter shopping through mobile, and better customer experience overall. Why? Because their customers demand it. Explore retail innovation stories.

This is Retail: Campaign Highlights
This is Retail shares the stories of retail careers, community and innovation through the eyes of the people who work inside the industry every day. Here are a few of our favorite moments, featuring employees and executives from HSN, Mystery Tackle Box and Kate Spade.
Get Involved

Do you know of a retailer we should feature? Share your story ideas with Margaret Little. Send an email to

NRF’s This is Retail campaign brings together industry advocates from established and emerging retail brands to share their career, community or innovation stories in the public arena – challenging many of the misperceptions that exist about the retail industry and its employees. This national effort and its tagline have become a platform for retail employees across the nation and the cornerstone of NRF’s advocacy efforts. These personal stories reach a wide audience and are consistently covered by national, state and local media across the country.

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Retail Across America: Nevada
Retail Across America
Retail Across America on location in Ohio

We set out on a road trip to find the most powerful retail stories across the United States, showing how retailers large and small are creating jobs, driving innovation and giving back to the communities they serve. This is Retail Across America.