What Is NRF 2026
NRF 2026: Retail's Big Show is the annual flagship conference and trade show of the National Retail Federation (NRF), the world's largest retail trade association. Held January 11–14, 2026 at the Jacob K. Javits Convention Center in New York City, the Big Show is the retail industry's definitive annual gathering — combining a 1,000+ exhibitor expo floor with 175+ educational sessions, executive keynotes, and a dense schedule of networking events stretching across midtown Manhattan.
The NRF Big Show has been held annually in New York City since its founding in the early 20th century, making it one of the longest-running trade shows in the United States. The event sets the retail technology agenda for the year — what gets announced at NRF in January typically shapes vendor roadmaps, retail IT budgets, and competitive strategy through the rest of the calendar year.
The 2026 edition was themed around "The Next Now," capturing the retail industry's current inflection point: the convergence of AI-powered personalization, autonomous supply chain management, and the collapse of the traditional buyer-seller relationship in favor of dynamic, data-driven commerce relationships. A dedicated AI Stage was introduced for the first time in 2026, offering curated deep-dive sessions on agentic AI, retail robotics, and emerging technologies.
Who's Coming to NRF 2026
Retail's Big Show draws the most concentrated audience of senior retail decision-makers of any event in the industry. Attendees span the full retail value chain — from C-suite executives at global chains to startup founders and technology vendors seeking retail clients.
Attendees come from over 100 countries, though the audience is predominantly North American, with strong delegations from the UK, Germany, Australia, and Canada. The Javits Center's New York City location means after-show networking extends into hotel bars, restaurants, and private events across Midtown and Hudson Yards — a key feature of the Big Show's value that no other retail event replicates.
Want to know which companies are exhibiting? Lensmor tracks exhibitor profiles, booth data, and product categories for NRF 2026 and 1,000+ other trade shows. Explore NRF 2026 exhibitors on Lensmor →
Request Submitted!
Confirmed Speakers / Key Sessions at NRF 2026
NRF 2026 featured an exceptionally strong roster of retail executives and technology leaders across keynotes, mainstage sessions, and the new AI Stage. Confirmed and featured speakers included:
Key session tracks beyond keynotes included:
Sponsors and Exhibitors at NRF 2026
The NRF expo floor featured over 1,000 exhibiting companies, organized across dedicated technology categories including payments, supply chain, loss prevention, store operations, and AI analytics. Major sponsors and exhibitors at NRF 2026 included:
Technology Platform Sponsors:
Retail Technology Exhibitors:
Lensmor provides real-time exhibitor intelligence for NRF 2026, including company profiles, product categories, and booth locations. Access the full exhibitor list →
Why You Should Attend NRF 2026
NRF's Big Show is the highest-concentration environment in the retail industry for deal-making, intelligence-gathering, and competitive benchmarking. No other event compresses this much senior retail decision-making into a single venue over three days.
For technology vendors and SaaS companies: If you sell to retailers, NRF is where your most important conversations happen. The expo floor gives access to buyers and decision-makers who are specifically in attendance to evaluate solutions — as opposed to inbound conference settings where buyer attention is diffuse.
For retailers and brand operators: The combination of 175+ sessions (organized by business function), a live innovation showcase with 1,000+ vendors, and access to New York City's actual retail landscape through guided store tours makes NRF the most efficient learning and benchmarking event in the calendar year.
For supply chain and logistics professionals: The 2026 expansion of reverse logistics content, the new Pavilion, and the integration of the former NRF Rev programming makes NRF increasingly valuable for operations and logistics leaders who previously had fewer dedicated sessions.
For startups: NRF's Startup Hub and Innovators Showcase provide structured access to media attention and buyer introductions that are difficult to replicate independently. Several major retail technology companies — including some now traded publicly — received their first significant industry exposure at the NRF Startup Hub.
Travel & Logistics
Getting There
The Javits Center is located in Hell's Kitchen / Hudson Yards on the west side of Midtown Manhattan. Major airports serving New York include:
For the Javits Center specifically, the Midtown West location (11th Ave and 34th–40th Street) is best accessed by taxi, rideshare, or the M34 SBS crosstown bus. The 7 subway line stops at 34th Street–Hudson Yards, a 10-minute walk from the main entrance. Penn Station is about 15 minutes on foot.
Hotels
NRF's official hotel block opens in September and adjacent Midtown properties book out within the first week. Best proximity options include the Manhattan West Marriott (attached to Hudson Yards), The High Line Hotel (Chelsea), the Javits-adjacent Marriott at Convention Center, and the Westin New York at Times Square. Book early — NRF week in January is one of the highest-demand hotel periods in New York City.
Getting Around During the Show
The Javits Center is a single interconnected building (unlike CES), so navigation is simpler. The main halls are labeled Level 1 and Level 3, with escalators connecting them. Most meetings and sessions are within a 5-minute walk once inside. For evening events, most NRF parties and receptions are held in Midtown hotels and venues within a 15-minute cab or rideshare ride.
Practical Tips
FAQ
When and where is NRF 2026?
NRF 2026: Retail's Big Show took place January 11–14, 2026 at the Jacob K. Javits Convention Center in New York City. NRF 2027 is scheduled for January 10–12, 2027 at the same location.
Who organizes NRF?
The event is organized by the National Retail Federation, the world's largest retail trade association. Founded in 1911, NRF represents over 19,000 member companies including retailers, technology vendors, and service providers.
How large is NRF's Big Show?
NRF 2026 featured 175+ educational sessions, 1,000+ exhibitors, and drew approximately 40,000 professionals from over 100 countries. The expo floor spans multiple levels of the Javits Center, covering nearly 300,000 square feet.
What is the NRF Visionary Award?
The NRF Visionary Award is the highest honor given to a retail industry leader at the Big Show. Past recipients include Brian Cornell (Target), Doug McMillon (Walmart), and Michelle Gass (Levi Strauss & Co.). The 2026 recipient was Fran Horowitz, CEO of Abercrombie & Fitch Co.
What was new at NRF 2026?
NRF introduced a dedicated AI Stage for the first time, featuring curated programming on agentic AI and retail robotics. The show also integrated Reverse Logistics content following the merger of NRF Rev into the main show, including a new Reverse Logistics Pavilion on the expo floor.
How should I prepare before attending NRF?
The Big Show moves fast — with 1,000+ exhibitors and 175+ sessions, you need a clear agenda before you arrive. Identify your top 10–15 exhibitors in advance, pre-schedule vendor meetings for Tuesday and Wednesday, and prioritize keynotes that are relevant to your current strategic challenges. Tools like Lensmor help you research exhibitors before arriving — you can filter by industry, company size, and product category to build a target list so you're not navigating the expo floor blind.
