The retail world has one event it circles on the calendar every year. NRF 2027: Retail’s Big Show returns to New York City from January 10 to 12, 2027. It is the industry’s largest gathering, and it brings together professionals, innovators, and decision-makers from across the globe. Whether you are attending for the first time or returning for your tenth visit, this guide covers everything you need to know.
What Is NRF’s Big Show?
The National Retail Federation (NRF) hosts this annual event at the Jacob K. Javits Convention Center in New York City. It draws more than 45,000 retail industry professionals from over 100 countries. Attendees come from all corners of the industry. You will find store executives, digital transformation leaders, supply chain professionals, marketers, and technology vendors all under one roof.
The show is not limited to big-box retailers. Startups, mid-sized brands, and enterprise companies all attend. Additionally, investors, analysts, journalists, and consultants fill the halls. This mix is what makes the event unlike any other retail conference in the world.
Key Event Details at a Glance
Here is a quick overview of the essential facts for NRF 2027:
| Detail | Information |
| Event Name | NRF 2027: Retail’s Big Show |
| Dates | January 10–12, 2027 |
| Venue | Jacob K. Javits Convention Center |
| Address | 655 West 34th Street, New York City, NY 10001 |
| Theme | Fast Forward |
| Expected Attendees | 45,000+ |
| Countries Represented | 100+ |
| Number of Exhibitors | 1,000+ |
| Organizer | National Retail Federation |
The theme for 2027 is “Fast Forward.” It reflects the pace at which retail is changing. Technology, consumer behavior, and global supply chains are all evolving rapidly. Therefore, this year’s program challenges attendees to move quickly and think boldly.
Tickets and Registration: How to Get Your Pass
Registration for NRF 2027 is handled online through the official NRF website at nrfbigshow.nrf.com. You will need to create an NRF account before you can begin the process. Your eligibility depends on your company type, your role, and your job title.
Retailers must be in current operation with a minimum of one million dollars in annual sales to qualify for retail status. Once you submit your registration, NRF reviews your profile and sends you an email within two business days with your eligibility status.
There are two main pass options available for NRF 2027.
All-Access Pass
This is the most comprehensive option. It unlocks every part of the show. With an All-Access Pass, you can attend keynotes, featured sessions, AI Stage sessions (available to retailers only), Exhibitor Big Ideas presentations, the Expo floor, and more. You also gain access to exclusive add-on experiences such as the Opening Party and the Dance Party on the evening of January 11.
All-Access Pass holders also gain entry to “Ask the Speaker” sessions. These are 20-minute open-mic conversations with retail executives and industry experts. The topics are driven by audience questions. Sessions are closed to the press, which means the dialogue tends to be candid and practical. This is a rare opportunity to hear personalized perspectives from the people shaping the industry.
Retail Expo Pass
The Expo Pass is laser-focused on the exhibition floor. For a limited time, qualified retailers can claim a free Expo Pass. This gives you direct access to more than 1,000 exhibitors, the NRF Innovators Showcase, the Startup Hub, the AI Stage, the Food Retail Innovation Zone, and the Reverse Logistics Pavilion.
Here is a comparison of the two pass types:
| Feature | All-Access Pass | Retail Expo Pass |
| Keynotes & Featured Sessions | Yes | No |
| Expo Floor Access | Yes | Yes |
| AI Stage Sessions (Retailers) | Yes | Yes |
| Exhibitor Big Ideas | Yes | Yes |
| NRF Innovators Showcase | Yes | Yes |
| Startup Hub | Yes | Yes |
| Ask the Speaker Sessions | Yes | No |
| Opening Party | Yes | No |
| Dance Party (Jan. 11) | Add-on available | No |
| Cost for Qualified Retailers | Paid | Free (limited time) |
A few additional things to note about registration. Cancellation requests submitted by December 10, 2026 will receive a full refund. After that date, no refunds are issued. No one under the age of 18 is permitted to attend any part of the event.
The NRF Expo: What to Expect on the Floor
The Expo is the heartbeat of the show. It is where innovation becomes tangible. More than 1,000 exhibitors fill the Javits Center with product demos, live presentations, and interactive experiences. Decision-makers from over 100 countries walk the floor looking for solutions, partners, and inspiration.
The Expo floor is divided into several specialized zones, each with a distinct focus.
NRF Innovators Showcase
This area highlights emerging technology companies and cutting-edge solutions. It is a great place to discover tools that are not yet mainstream but are quickly gaining traction.
Startup Hub
Early-stage companies take center stage here. The Startup Hub is where founders pitch ideas, show prototypes, and connect with potential investors and retail partners. If you want to spot trends early, this is where to spend time.
AI Stage
Artificial intelligence is the dominant theme of NRF 2027. The AI Stage features focused presentations on how AI is reshaping everything from merchandising and customer service to operations and supply chain. Sessions here are open to retailer attendees.
Reverse Logistics Pavilion
New for 2027, the Reverse Logistics Pavilion is open to all attendees. It is co-located with a dedicated event called NRF Rev, which is focused entirely on retail returns. Returns are one of the industry’s most expensive and frustrating challenges. This pavilion explores how smarter returns management can drive revenue recovery and improve operational efficiency. NRF Rev is included with an NRF 2027 pass at no extra cost.
Food Retail Innovation Zone
Grocery and food retail professionals will find this zone particularly valuable. It showcases the latest innovations in food retail, from smart shelf technology to in-store automation and supply chain solutions.
Sessions and Agenda: What You Will Learn
The NRF 2027 agenda is built around three days of intensive learning. Sessions cover a wide range of topics. However, several themes run through the entire program.
Artificial Intelligence in Retail
AI is not just a topic at NRF 2027 — it is a through-line. Sessions explore agentic commerce, generative AI at scale, AI-powered customer service, and how machine learning is transforming merchandising decisions. Retailers of all sizes will find relevant content here.
Supply Chain and Operations
The gap between a customer’s desire and delivery is shrinking fast. NRF 2027 sessions on supply chain look at how brands are making faster timelines work without sacrificing customer satisfaction. Topics include reverse logistics, international fulfillment, and operational efficiency.
Customer Experience and the Future of Stores
The modern store associate handles more responsibilities than ever before. They fulfill digital orders, manage inventory, assist customers, and support pickup services. Sessions in this track explore how mobile tools, connected workflows, and AI can help frontline workers make faster decisions and deliver more consistent experiences.
Leadership and Business Strategy
Business leaders face complex decisions in a rapidly changing market. The leadership track features executives who have navigated similar challenges. They share proven strategies, honest stories from the field, and practical approaches to guiding companies through uncertainty.
Returns Management
With the NRF Rev co-located event, 2027 puts a strong spotlight on returns strategy. Sessions cover how to turn returns into a source of revenue recovery, how to reduce return rates, and how to build circularity into your supply chain.
Speakers: Who Takes the Stage
NRF 2027 has not yet announced its full speaker lineup. However, based on previous years and confirmed themes, attendees can expect to hear from major retail CEOs, technology pioneers, and cultural figures who understand where consumer behavior is heading.
The main stage typically features the industry’s biggest names. Meanwhile, breakout sessions tend to be where the most tactical insights happen. These sessions focus on supply chain redesign, AI implementation, customer experience strategies, and new retail business models.
Additionally, NRF invites industry experts to apply to speak at featured sessions. If you have implemented a new initiative or have a panel ready to discuss a key issue, applications are reviewed on a rolling basis. Sessions can fill up as early as nine months ahead of the event.
The “Ask the Speaker” format is worth highlighting again. These 20-minute open-mic sessions give All-Access Pass holders a chance to engage directly with speakers. The dialogue covers strategy, technology adoption, consumer behavior, talent, and future trends. Because sessions are off the record and closed to press, the conversations tend to go deeper than standard keynote formats allow.
Special Events and Networking
The show is not limited to the expo floor and session rooms. NRF 2027 includes several special events and networking opportunities.
Opening Party
The Opening Party kicks off the show and sets the tone for three days of energy and connection. It is included with an All-Access Pass and provides a relaxed environment for meeting peers and making introductions before the busy days ahead.
Retail’s Big Dance Party
On the evening of January 11, Retail’s Big Dance Party takes over from 8 to 9:30 p.m. More than 2,000 attendees are expected. Two of today’s top DJs will perform a mix of genres to keep the energy high. This event is first-come, first-served, so arriving early is recommended.
NRF Foundation Student Program
For students and educators, the NRF Foundation Student Program runs from January 7 to 10, 2027, just ahead of the main show. This four-day experience helps college students explore careers in retail. Students connect with executives across marketing, merchandising, sustainability, and technology. They also meet hundreds of recruiters from top brands during a career fair. The program is open to undergraduate and graduate students, educators, and staff at any U.S. college or university. Registration closes December 19, 2026. Students who attend are eligible to claim a student pass to the main show.
Community and Off-Site Programming
Several organizations host off-site summits and events during NRF week. For example, RETHINK Retail is expanding its community programming in 2027. Their agenda includes executive keynotes, panels, and fireside chats focused on generative AI, agentic commerce, and operational ROI. These off-site gatherings blend strategic content with networking in a more intimate setting than the main show floor.
Tips for Getting the Most Out of NRF 2027
Attending a show this large requires planning. Here are some practical suggestions to help you make the most of your time:
- Register early. Pass rates may increase as the event approaches, and some add-on experiences are limited in capacity.
- Review the agenda in advance. The NRF 2027 agenda is available at nrfbigshow.nrf.com. Plan your schedule before you arrive so you do not miss sessions that matter most to you.
- Arrive early for popular events. The Dance Party and other ticketed add-ons are first-come, first-served. Give yourself extra time.
- Make a list of exhibitors to visit. With more than 1,000 exhibitors on the floor, it is easy to feel overwhelmed. Identify your top priorities ahead of time.
- Use the Startup Hub and Innovators Showcase for trend-spotting. These areas highlight emerging technology that has not yet reached mainstream adoption.
- Book accommodation early. New York City hotels fill up quickly in January. Booking well in advance will save you both time and money.
Conclusion
NRF 2027: Retail’s Big Show is the most important annual event in the retail industry. Taking place January 10 to 12, 2027, at the Jacob K. Javits Convention Center in New York City, it brings together more than 45,000 professionals from over 100 countries. The theme, “Fast Forward,” reflects the urgency with which the industry is moving.
Attendees can choose between the All-Access Pass and the Retail Expo Pass. Qualified retailers can claim a free Expo Pass for a limited time. The show features over 1,000 exhibitors, an Expo floor divided into specialized zones, and three days of sessions covering AI, supply chain, customer experience, leadership, and returns management. Special events include the Opening Party, the Big Dance Party, and the NRF Foundation Student Program.
Whether you are a first-time visitor or a returning professional, NRF 2027 offers unmatched opportunities to learn, connect, and discover what is coming next in retail. Registration is open now at nrfbigshow.nrf.com.
Frequently Asked Questions
When and where is NRF 2027: Retail’s Big Show?
NRF 2027 takes place from January 10 to 12, 2027, at the Jacob K. Javits Convention Center, located at 655 West 34th Street in New York City.
How do I register for NRF 2027?
Registration is handled online at nrfbigshow.nrf.com. You need to create an NRF account first. Your eligibility is determined by your company type, title, and role. Retailers must have a minimum of one million dollars in annual sales to qualify for retail status.
What is the difference between the All-Access Pass and the Expo Pass?
The All-Access Pass unlocks every part of the show, including keynotes, featured sessions, AI Stage sessions, and special events like the Opening Party. The Expo Pass gives you access to the exhibition floor, the Startup Hub, the NRF Innovators Showcase, and the Reverse Logistics Pavilion. Qualified retailers can currently claim a free Expo Pass for a limited time.
What is NRF Rev, and is it included with my pass?
NRF Rev is a co-located event new for 2027. It focuses specifically on retail returns management, reverse logistics, and circularity strategies. It is included with any NRF 2027 pass at no additional cost.
Can students attend NRF 2027?
Yes. The NRF Foundation Student Program runs from January 7 to 10, 2027. Students who complete this four-day program can redeem a student pass to the main show. Registration for the student program closes on December 19, 2026.
