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Consumer View

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Consumers’ choices in terms of where, how and why they buy are redefining retail and creating a new playbook for the industry. NRF’s Consumer View is a quarterly look at what shapes retail.

In the Spring 2018 Consumer View, NRF takes a closer look at an emerging group of consumers, Millennial parents. Millennials lead more than half of households with children today and are an important part of the $1 trillion that U.S. families spend annually on their kids. However, compared with parents from other generations or even Millennials without kids, Millennial parents have a different approach to shopping for themselves and their families.

Click through the slideshow below to learn more about the lifestyle and values of Millennial parents and what it means for the brands and retailers they shop.

If you like podcasts, listen to a millennial mom and Gen X dad react to the consumer data from this report on NRF's podcast, Retail Gets Real.

Powered by Toluna Analytics, the survey polled 3,002 U.S. consumers (aged 18+) from January 30 through February 18, 2018, and has a margin of error of plus or minus 2 percentage points.

To see last quarter’s insights, download the Winter 2018 Consumer View and NRF’s deep dive into the subscription box consumer


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