What To Look For at NRF 2026: Retail’s Big Show

Between the rise of AI, tariffs, tax cuts and the “big, beautiful bill,” the looming Saks Global bankruptcy, and the perpetual uncertainties in the economy, it’s hardly business as usual for the retail industry.

Those topics will all be top of mind at NRF 2026: Retail’s Big Show being held Sunday through Tuesday at the Javits Convention Center, on the far west side of Manhattan.

The Big Show is the retail industry’s biggest convention/trade show of the year, which this time around is expected to draw another record crowd of at least 40,000 attendees. “Given the way the year began, with all the concerns about international travel to the U.S., we weren’t sure attendance would be like it’s turning out to be. There continues to be great interest globally and domestically,” Matt Shay, president and chief executive officer of the NRF, told WWD.

Shay said there will be 1,025 exhibitors across 335,000 square feet of exhibit space at Javits. “That’s a record number of exhibitors, fully utilizing every square foot of the Javits Convention Center,” Shay said. “You will see an increased emphasis on solutions showcasing agentic AI and solutions in robotics, fulfillment, supply chain management, customer acquisition and marketing.” Unlike generative AI, which generates content, and predictive AI, which generates forecasts, agentic AI gathers information and can act autonomously to make decisions in areas such as pricing, planning and promotions.

With AI and all of its applications, “We have added on the content side a fifth ‘feature stage’ devoted exclusively to curated sessions focused on AI, in addition to the trade show floor of exhibitors which will be showcasing AI,” said Shay.

It gives convention-goers the ability to both learn about AI and see AI solutions come to life on the trade floor, he said.

“In terms of the content broadly speaking, we have more than 185 sessions and 565 speakers,” Shay said. “While the trade show floor has continued to grow over the last many years, we have tried to make substantial investments on the content side, so there is a bigger opportunity to learn. Either the trade show or the content component could stand on their own, but together, that’s the magic of the Big Show and a key reason why the show continues to be so successful attracting a global audience.”

The Big Show is also an opportunity for networking and reconnecting with friends and colleagues, past and present, and take in New York’s retail scene.

Among the scheduled speakers are Bob Eddy, chairman and CEO of BJ’s Wholesale Club who will be in conversation of Ed Stack, executive chairman of Dick’s Sporting Goods and Foot Locker; John Furner, Walmart Inc.’s incoming president and CEO; Michael Rubin, founder and CEO of Fanatics; Fran Horowitz, CEO of Abercrombie & Fitch; David Lauren, chief branding and innovation officer, Ralph Lauren; Harley Finkelstein, president of Shopify, and Kecia Steelman, president and CEO, Ulta Beauty.

AI will be dominating the conversation.

“With the CEOs I have talked to about AI and where they are in this journey, everyone would say it’s early stages. A lot has been learned already, but we are really in the beginning of a journey that will be truly transformative impacting every business. Regardless of scale, every enterprise is recognizing this is a moment too important to miss. Everyone is investing and getting engaged in AI. Everyone needs to understand they need to start this journey. Bigger companies will have a different perspective on these technologies. But AI, like many other technologies, for smaller enterprises is a great equalizer. In some ways it gives them the benefits of speed and scale, which otherwise they couldn’t accomplish because of a lack of human resources and finances. There are so many solutions out there that can be tailored to individuals and organizations of all sizes.”

Shay said retailers will be eager to learn how to strengthen their relationships with customers by elevating shopping experiences in stores and online.

“There’s not a session that specifically discusses tariffs, but some of the conversations during sessions will reflect on the operating environment more broadly,” said Shay.

Convention-goers are also eager to gather insights from economists and pundits on what 2026 might bring in terms of consumer spending, inflation, interest rates and job creation. “All of those things will be discussed,” Shay said. “Five years after the pandemic, retailers recognize there is always going to be uncertainty in the environment, but they have built agility into their executive teams, the mindset and the way they operate.”

On Monday, the NRF will reveal its reading of retail results from the 2025 holiday season. “I believe it was a very strong holiday season, right there in the 3.5 percent range or maybe a little better, based on way things went in November and December,” Shay said. In November, the NRF predicted that 2025 holiday retail sales would grow between 3.7 and 4.2 percent over 2024, reaching between $1.01 trillion and $1.02 trillion. Based on what was for the most part a positive holiday season for retailers last year, the mood should be upbeat at the convention.

The NRF’s 2026 lobbying efforts will center regulatory reform, including accelerated permitting and streamlining the process companies undergo to pursue expansion, and clearing regulatory hurdles so retailers can move more quickly on construction and energy projects. Shay said the NRF will also lobby to see an organized crime bill enacted into law, and the regulation of AI at the federal level to preempt state regulations and avoid confusion from so many different regulatory frameworks.

Asked for his outlook on 2026, Shay said, “We feel the industry is off to a good start, in January, but there are a lot of things we still don’t know,” such as the impact of the “One, Big, Beautiful” tax bill from last year and its tax refunds. The bill calls for cutting taxes for low-income Americans, increased standard deductions, and a bonus for senior citizens. “That should have a positive macro impact. Further interest cuts will contribute more momentum into the economy going forward. We see economic expansion ahead for consumers and working class families.”