NRF Consumer Research

NRF conducts consumer research throughout the year, staying on the pulse of the industry and behaviors of consumers as a whole. In addition, NRF gathers member-submitted research from within our network to provide a closer look at the future of retail as well as industry-wide research.

NRF State of Retail & the Consumer 2023

NRF’s State of Retail & the Consumer explored the health of American consumers and the retail industry with leaders including NRF President and CEO Matthew Shay and NRF Chief Economist Jack Kleinhenz, Ph.D.

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Holiday and seasonal trends

Since 2003, NRF has partnered with Prosper Insights & Analytics to gauge consumers’ spending intentions and celebration plans for American holidays — from Valentine’s Day to Christmas — and milestone events like Graduation and Back to School.

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Millennials

Millennials — those born between 1981 and 1994 — shop differently than other generations of consumers.

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Generation Z

Gen Z — those born between 1995 and present — how retailers adapt to their preferences.

A snapshot of consumer shopping habits in 2023

To understand the continuing demand for convenience through options like buy online, pick up in store as well as the consumer response to the current economic environment, the National Retail Federation and Foursquare took a closer look not only at what consumers are saying but also what they actually do.

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Latest consumer research from NRF

Consumer Trends

Winning over the Aspirational Independent

It’s time to switch our attention to Aspirational Independents who represent 15 percent of voters.

Consumer Trends

Consumers want it all

As retailers and brands look to the future, they must focus on aligning offerings with these new consumer expectations.

Retail Gets Real Podcast

Generation Alpha is already impacting back-to-class shopping

Retail Gets Real Episode 313: GfK’s Rachel Bonsignore on what’s driving back-to-school shopping this season.

Consumer Trends

A snapshot of consumer shopping habits in 2023

Learn more about the continuing demand for consumer convenience through options like buy online and more.

Consumers to Spend Record Amount for Father’s Day

Consumers will collectively spend a record-high $22.9 billion to celebrate Father’s Day this year, according to NRF.

Mother’s Day

How consumers are prioritizing Mom this Mother’s Day

Unique gifts and making memories rank high on the list.

Consumers to Spend Record $35.7 Billion for Mother’s Day

Consumers plan to spend a total of $35.7 billion on Mother’s Day this year.

The 2023 Consumer: Back to the Future

Many behavioral changes reflect long-term trends that were in play well before the onset of COVID-19.

Consumer Trends

Seeds planted for record-high Easter spending

A closer look at what’s driving the expected $24 billion in spending.