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This is Retail

This is Retail

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Retail impacts everyone, everywhere, every single day. And no one has more of an impact on the retail industry than the employees themselves. As the nations largest private-sector employer, with 3.7 million retail establishments across the country — employing close to 30 million people and serving every community in the nation — retail has a lot of stories to tell.

Our Story
As the nation’s largest private-sector employer, retail provides personally and professionally satisfying jobs for a quarter of the American workforce.

According to recent research by GfK, retail employees are happy employees. The study also finds that working in retail offers opportunities for advancement and upward mobility and provides flexibility that employees value. Explore stories about retail careers, community and innovation.

My Story
From business owners to sales associates, five retail industry advocates share their #thisisretail stories.

These are just a few of the stories we’ve collected from retail business owners and employees across the country. For the last two years, we have traveled around the country visiting with retailers large and small to show what it’s really like to work in retail. View our Retail Across America series.

Get Involved

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

About NRF’s This is Retail 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.

  • 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.
  • An extension of This is Retail, the Retail Across America series brings together retailers, universities and students pursuing careers in the industry with state retail associations, legislators and opinion leaders. By the end of 2016, the series will include partnerships with almost 300 retail companies, 21 state retail associations and interviews with a number of public officials. Learn more and explore the stories.
Retail's Impact
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Find out how the retail industry impacts jobs, income and GDP in your state. View the map and check out the data.

Retail Across America
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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.