Every January, the retail world gathers in New York City for its most important annual event. NRF 2027: Retail’s Big Show is set to do the same, and this year the stakes feel higher than ever. The theme is “Fast Forward,” and it reflects a simple truth: the pace of change in retail is accelerating. Those who adapt quickly will thrive. Those who do not risk falling behind.
Whether you are a retailer, a technology vendor, or an industry analyst, this guide covers everything you need to know before heading to the Javits Center in January.
Key Event Details at a Glance
Before diving into the details, here is a quick snapshot of the most important information for NRF 2027.
| Detail | Information |
| Event Name | NRF 2027: Retail’s Big Show |
| Theme | Fast Forward |
| Dates | January 10–12, 2027 |
| Location | Jacob K. Javits Convention Center, New York City |
| Expected Attendees | 41,000+ |
| Countries Represented | 100+ |
| Exhibitors | 1,000+ |
| Sessions | 170+ |
| Speakers | 450+ |
When and Where Is NRF 2027?
NRF 2027: Retail’s Big Show runs from January 10 to January 12, 2027, at the Jacob K. Javits Convention Center in New York City. However, pre-conference programming begins as early as Friday, January 8, with additional special events on Saturday, January 9. Therefore, if you want to make the most of your trip, plan to arrive by the weekend.
The Javits Center sits on the west side of Midtown Manhattan along 11th Avenue. It is one of the largest convention spaces in the United States and a fitting home for an event of this scale. Hotel availability near the venue fills up quickly each year, so it is wise to book accommodation as soon as possible.
Understanding the NRF 2027 Schedule
The show runs across three main days, but the programming actually stretches over a longer window. Here is a breakdown of the key days and what to expect on each.
Pre-Show Events (January 8–9)
The weekend before the main show is packed with focused programming. Commerce Media Saturday, held on January 8, brings together retail media professionals for a dedicated day of sessions and networking. Additionally, Supply Chain Sunday on January 9 offers a full day of content for logistics and operations teams. These pre-show days require separate registration but are well worth attending for those with a stake in these areas.
AI Monday (January 10)
The main show opens on January 10 with a strong focus on artificial intelligence. The AI in Retail Summit takes center stage, followed by the AI Soirée in the evening. This dedicated summit is an exclusive gathering of senior brand leaders, technology innovators, and analysts focused on how AI is reshaping the retail sector. It is one of the most sought-after events of the entire week.
Main Show Days (January 10–12)
All three main show days include keynote sessions, featured sessions, expo hours, and networking events. The Opening Party takes place at the start of the show, giving attendees a chance to connect before the formal programming begins. Evening events, including Expo Happy Hours and the Big Dance Party, continue throughout the week.
Tickets and Registration: What You Need to Know
Registration for NRF 2027 is open at nrfbigshow.nrf.com. You will need an NRF account to complete the process. Eligibility is determined by your company type, your role, and your title. Retailers must be in active operation with a minimum of one million dollars per year in sales to qualify for retail status.
There are two main pass types to choose from, and each is designed for a different kind of attendee.
All-Access Pass
This is the most comprehensive option. It includes access to all keynote sessions, featured sessions, the AI Stage (for retailers), Exhibitor Big Ideas presentations, the full Expo, and all networking events including the Opening Party and Donut Dunks. Each pass holder can also reserve one ticket to the Big Concert, subject to availability. This pass is best for attendees who want to attend every session and make the most of every learning opportunity.
Expo Pass
The Expo Pass is a more focused option. It grants entry to the Expo floor, the NRF Innovators Showcase, the Startup Hub, Exhibitor Big Ideas sessions, and the Opening Party. Qualified retailers can claim a free Expo Pass for a limited time, making this an excellent way to experience the innovation floor without a large financial commitment.
A note on team pricing: for groups of ten or more retailers from the same company, team rates apply. For registration questions, contact registration@nrf.com.
What to See at the Expo
The Expo is the beating heart of the event. With more than 1,000 exhibitors on the floor, it can feel overwhelming at first. However, a little planning goes a long way.
NRF Innovators Showcase
This dedicated area highlights the newest and most exciting technologies in retail. You will find demonstrations featuring artificial intelligence, augmented reality, machine learning, facial recognition, and robotics. This is the place to see what is coming next, not just what is available today.
Startup Hub
The Startup Hub is where emerging companies present bold solutions to real retail challenges. If you are looking for early-stage partners or want to spot the next breakout technology, this pavilion is a must-visit.
AI Stage
Open to all Expo attendees, the AI Stage hosts sessions from leaders in artificial intelligence and agentic AI. Topics cover customer experience, retail operations, and new business models powered by machine learning. Sessions run throughout all three show days and offer a practical look at how retailers are applying AI right now.
Reverse Logistics Pavilion
This pavilion explores how smart return strategies can drive revenue recovery. Additionally, it covers how supply chain improvements support sustainability and circular economy goals. For operations teams, this area offers some of the most practical content at the show.
Food Retail Innovation Zone
The Food Retail Innovation Zone shines a spotlight on technology built specifically for grocery and food service retailers. From inventory management to customer experience tools, this zone covers the unique challenges of the food retail sector.
Speakers and Sessions
NRF 2027 brings together more than 450 speakers across more than 170 sessions. The lineup includes chief executives, brand leaders, technology founders, and retail analysts. Each year, the speaker roster reflects the biggest names and the biggest ideas in the industry.
Session topics span a wide range of subjects. You will find content on customer experience, supply chain strategy, commerce media, workforce management, sustainability, and, of course, the role of technology in modern retail. Sessions are available in different formats, including keynotes, featured sessions, and Ask the Speaker conversations that allow direct audience engagement.
Translation services are available for keynotes and featured sessions. Languages include Japanese, Portuguese, and Spanish, making the event accessible to a truly global audience.
NRF also presents the annual Visionary Award during the show, honoring a leader whose work has had a lasting impact on the retail industry.
AI and Retail Technology at NRF 2027
Technology is no longer a supporting act at the show. It is the main event. NRF 2027 dedicates significant programming and floor space to the role of AI and emerging tech in retail.
Here is a summary of the technology themes you can expect to see throughout the show:
| Technology Area | Where to Find It |
| Agentic AI and machine learning | AI Stage, AI Monday Summit, Exhibitor booths |
| Augmented reality and computer vision | NRF Innovators Showcase |
| Robotics and automation | NRF Innovators Showcase, Expo floor |
| Commerce media technology | Commerce Media Saturday, Expo |
| Supply chain and logistics tech | Supply Chain Sunday, Reverse Logistics Pavilion |
| Food retail and grocery tech | Food Retail Innovation Zone |
| Facial recognition and biometrics | NRF Innovators Showcase |
The AI Stage is a new and expanded feature for 2027, and its presence reflects just how central artificial intelligence has become to retail strategy. Sessions there cover both the theoretical and the practical. You will hear from companies that are already using AI to personalise customer journeys, automate replenishment, and reduce returns.
Networking and Evening Events
Beyond the sessions and the Expo floor, NRF 2027 offers a rich calendar of networking events. The Opening Party kicks off the show with energy and excitement. Expo Happy Hours create informal moments for connection between sessions. The Vendors in Partnership Awards celebrate collaboration between retailers and their technology and service partners.
NRF Rev, a program focused on emerging retail leaders, runs on January 11 and 12 at the Sheraton Times Square. It is included in most pass types and offers roundtables and sessions designed for professionals at the start of their retail careers.
The Big Dance Party caps the week with music, dancing, and two headline DJs, giving attendees a memorable way to close out an intense few days.
Tips for First-Time Attendees
If this is your first time at the show, a few simple steps can make a big difference.
- Register early to access better rates and secure your spot before popular sessions fill up.
- Download the NRF Events app before you arrive. The app helps you build your personal schedule and navigate the Javits Center.
- Book your hotel as soon as possible. Midtown Manhattan hotels fill up fast in January.
- Plan which pavilions and sessions matter most to you before you arrive. Three days sounds like a lot, but time passes quickly.
- Attend at least one evening event. Some of the best conversations happen outside formal sessions.
- Use the Ask the Speaker format to get direct answers from industry leaders.
Conclusion
NRF 2027: Retail’s Big Show is the most important event on the retail calendar. Running from January 10 to 12, 2027, at the Jacob K. Javits Convention Center in New York City, it brings together more than 41,000 professionals from over 100 countries. The event offers more than 170 sessions, 450 speakers, and 1,000 exhibitors under one roof.
The theme “Fast Forward” captures the spirit of the show. Retailers face constant pressure to move faster, adopt new technology, and meet rising customer expectations. NRF 2027 addresses all of these challenges head-on, with dedicated programming on artificial intelligence, supply chain innovation, commerce media, and sustainability.
Whether you attend for the keynotes, the Expo floor, the AI Stage, or the networking events, NRF 2027 offers something meaningful for everyone in the retail industry. Register early, plan your schedule in advance, and arrive ready to learn.
Frequently Asked Questions
When is NRF 2027: Retail’s Big Show?
The main show runs January 10–12, 2027, at the Jacob K. Javits Convention Center in New York City. Pre-show events, including Commerce Media Saturday and Supply Chain Sunday, begin on January 8.
How do I register for NRF 2027?
Registration is available at nrfbigshow.nrf.com. You will need an NRF account. Eligibility is based on your company type, role, and title. Retailers must generate at least one million dollars in annual sales to qualify for retail status. For assistance, contact registration@nrf.com.
Is there a free ticket option for NRF 2027?
Yes. Qualified retailers can claim a free Expo Pass for a limited time. This gives access to the Expo floor, the NRF Innovators Showcase, the Startup Hub, Exhibitor Big Ideas sessions, and the Opening Party.
What is the AI Stage at NRF 2027?
The AI Stage is a dedicated expo floor stage focused entirely on artificial intelligence in retail. It is open to all Expo attendees and features sessions from leaders in AI and agentic AI covering customer experience, operations, and new retail business models.
Who typically speaks at NRF Retail’s Big Show?
The speaker lineup includes chief executives from major retail brands, technology company founders, industry analysts, and policy experts. NRF 2027 is expected to feature over 450 speakers. The full lineup is announced on the official NRF website and updated regularly in the months before the show.
