NRF 2025

Your guide to Retail's Big Show

National Retail Federation - NRF 2025, is just around the corner. Taking place next January 11 - 14, once again at the Jacob Javits Convention Center in New York, for many, it has become something of a homage, the only way to start the new retail year.

Over the years, I’ve found that it really helps to have a plan before arriving, the sheer size and scale of the Show can be daunting for even the most seasoned visitor. Whether you are going there for store tours, to take in the keynotes, meet customers and partners, network, or all of the above, here are my top tips to help get the most out of your time in the Big Apple.

And that begins with collecting your badge. The queues for badge collection on the Sunday morning are impressive so to save time, I recommend picking up your badge at the satellite registration at the Marriott Marquis, Times Square either Friday, Saturday or Sunday morning.

Planning which sessions to attend

With 40,000 delegates expected, even with the expanded Javits, it can get very busy, added to which, you’ll also do a LOT of walking (remember to bring your walking shoes) just to get between different sessions. And they can be very popular so it is recommended to allow plenty of time between them and to arrive early to make sure you get a seat.

It can be very tempting to pack the day only to find that it’s simply not possible to attend all the sessions you wanted to. I now tend to allow anything up to 30 minutes between each session; it can easily take 15 - 20 minutes just to get from one to another.

This year there are plenty of interesting keynotes to attend, beginning with the welcome from NRF chairman and President & CEO of Walmart, John Furner. You’ll need an ‘all-access pass’ for this and many of the other keynote sessions. As a rule they are located in the new expansion wing whilst the others, primarily the Exhibitor Big Ideas sessions, are held either on level one or level three of the main exhibit halls and just require an Expo pass.

And don’t be put off thinking that at these, all you’ll hear are vendors plugging their products (well, to an extent you will!) because many involve their retail customers discussing case studies.

Speaking of passes, if the budget doesn’t stretch, consider being in New York to coincide with NRF. With so many vendors, partners and retailers in town, it’s an alternative way to catch up with existing friends or make new ones, even if you haven’t got a pass.

I recommend taking some time to scan the agenda to pick out those sessions that are of most interest. And if it’s discussions on artificial intelligence you’re looking for, you won’t be disappointed; I counted over 30 AI sessions alone. However, if you only attend one, I’d recommend the excellent Deborah Weinswig from Coresight Research, where she’ll be revealing the 10 AI trends shaping 2025 and beyond. Catch it on Expo level 3, stage 5 at 10.15, Tuesday morning.

Future gazing

What’s to expect in the coming years? Introduced in 2017 as something of an adjunct to the main Show, the Innovation Lab has now become not only a must see but has become extremely popular. The Innovation Lab boasts a one-of-a-kind immersive and interactive experience and in 2025, will be known as the Innovators Showcase, displaying all the latest in retail tech innovation. Located in the River Pavilion, it is well worth a visit.

And on a similar theme, if your focus is more on food and beverage, head over to the Foodservice Innovation Zone on level 1. It will contain curated exhibitors, a stage with content focused on technology used in food and beverage, and new immersive activations that display the future of food service operations.

And whilst you’re there, right next door is the Start-up Hub where you’ll get to meet the newest game changers in retail and see their biggest, most impactful ideas.

On the town

However, whilst in Manhattan, it’s important to take advantage of what’s right on your doorstep. For retailers, NRF run an excellent store tours program but whether you’re a retailer or not, there are some great stores to visit.

It’s tempting to take a walk along Madison or 5th Avenue but some of the more interesting stores are a little further from the centre. Make sure you visit Soho, where for fashion, you should take a look at Gu, Banana Republic and H&M. Or if it’s grocery, don’t forget the Upper East Side where Morton Williams and Whole Foods Market are both located. Many thanks to John Ryan for these recommendations.

To which I’d add, head towards the Meatpacking District and visit the Samsung 837 ‘interactive playground’ store. And if you need a rest from all that walking, just 5 minutes from Samsung you’ll find the Starbucks Reserve Roastery. It’s been open a number of years now but never fails to impress.

After hours

They say New York is the city that never sleeps and NRF is no different; some of the most important networking takes place outside the Javits in the bars and restaurants of Manhattan.

There are also plenty of evening receptions and although most are by invitation only, many are vendor driven and, if you’re a retailer, they’re always happy to see you.

NRF has its own Opening Party, traditionally held at the Marriott Marquis, it starts at 6pm on Saturday. If you’re not still battling through JFK immigration (see below) it provides a great start to NRF but be warned, it gets very busy.

If you’re a retailer, I recommend attending the ReTHINK Retail Gala to be held on Monday evening at Lavan, mid-town Manhattan. Use this link and don’t forget to tell them I sent you! Mix with fellow retailers and top retail experts - it promises to be an unforgettable evening.

Getting there

If, like me, you’re flying into JFK I’d recommend the Global Entry system although it does cost. For UK citizens it’s £42 processing fee then an additional $100 application fee. JFK immigration queues are legendary, however, being a member of Global Entry should significantly speed your journey through the airport.

Many flights from the UK arrive at JFK around mid to late afternoon; in other words, just in time for you to catch the traffic into Manhattan at its busiest. If you’re taking a taxi allow a good 90 minutes, oh and $100 for the privilege of being squeezed into the back of a yellow cab for the duration.

A different option is to use public transport. Take the Long Island Railroad (LIRR) - it takes just 20 minutes to Grand Central and at less than $20, costs a fraction of the price of a taxi. Find it by taking the AirTrain at JFK to Jamaica station and from there, the LIRR to Manhattan Penn or Grand Central stations.

And finally, get plenty of sleep ahead of NRF, because there’ll be precious little time to get any once you’re there! Take a big bite out of the Big Apple - you won’t regret it.

Andrew Busby is Senior Industry Adviser at BOXTEC.