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California road trip

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.


NRF partnered with the California Retailers Association to explore retail stories across the state, stopping first at The Grove in Los Angeles to talk with Caruso Affiliated Founder and CEO Rick Caruso. As the visionary behind some of the highest-grossing retail centers in the world, Caruso shares how integral retail is to the California economy, as well as the industry’s impact on careers, community and innovation. Retail in California is diverse, exciting and a true destination for shoppers around the world. Read more and see all the California retail stories.


National brands like Ace Hardware and Trunk Club call Illinois home, alongside small retail businesses like Kozy’s Cyclery, Potash Markets and ABT Electronics whose local roots run deep. Retail is a critical component to the Illinois economy and a backbone for community relationships. This mixture of national retailers and small businesses support one in four jobs in the state. In partnership with the Illinois Retail Merchants Association, hear some of the inspiring stories of retail careers, community and innovation in Illinois. Learn more and watch the complete series.


Hundreds of the country’s favorite retail brands are headquartered in Ohio including Macy’s, Kroger, Wendy’s and Jo-Ann Fabric and Craft Stores. NRF partnered with the Ohio Council of Retail Merchants to explore the roots of these national favorites and how they are broadening careers in retail, embracing innovation and supporting communities in Ohio and throughout the country. Learn more and see all the stories.

South Dakota

In South Dakota, the retail industry supports about 30 percent of the state’s labor force. NRF has partnered with the South Dakota Retailers Association to explore the impact of small businesses and the value they bring to communities. The abundance of small retailers and family-owned businesses are a critical component in the South Dakota economy. See how some of the state's most unique and passionate retailers help shape careers, community and innovation in South Dakota. Read more or watch the video series.


In Washington, the retail industry supports one in four jobs. Retail Across America partnered with with the Washington Retail Association to uncover inspiring stories from retailers like REI and IKEA. Learn more and watch all the videos.

North Carolina

In North Carolina, the retail industry is the largest private employer. More than 60 retail brands have headquarters or distribution centers across the state and 30 of North Carolina’s top employers are retailers. In partnership with the North Carolina Retail Merchants Association, hear stories of retail careers, community and innovation in North Carolina. Learn more and see all the videos.

50 States, 50 Stories
Retail Across America: 50 States, 50 Stories

Retailers across the United States are dedicated to their customers, their employees and their communities. Stories from each state shows the face of Retail Across America. See who’s featured from your state.

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This is Retail

NRF's award-winning 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.

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.

How many retail jobs can you name in 10 seconds?

This pop quiz includes some tough questions: What is retail? What’s the highest you can be promoted in retail? What is the “Beyond” in Bed, Bath and Beyond? See how your own retail knowledge stacks up. Watch the video.