In this comprehensive NRF guide we will cover:
- NRF essentials
- Top five seminars you cannot miss
- Four trends shaping NRF this year & how to optimize your time at the show
- Food, coffee and travel tips for your trip
- How to book a meeting with Made4net
What is NRF 2026?
NRF 2026 is the National Retail Federation’s annual “Retail’s Big Show,” happening January 11-13, 2026 in New York City. It’s the go-to event for everything retail—from AI and emerging tech to supply chain strategies and building customer trust.
With tons of networking, educational sessions, and the latest innovations on display, there’s a lot to take in. That’s why we put together this guide to help you make the most of the show.
When and Where is NRF 2026?
NRF 2026 will take place at the Javits Convention Center in New York City from January 11-13, 2026. Pre-show events, including retail store tours, kick off as early as Friday, January 9th, so be sure to check the agenda. The opening keynote, Welcome to The Next Now! is scheduled for 8:30am on Sunday.
Who Should Attend NRF 2026?
NRF 2026 is for anyone shaping the future of retail—from CEOs and C-suite leaders to warehouse operators and digital commerce managers. Whether you’re an executive mapping out your transformation strategy or an emerging professional eager to learn from the best, you’ll find your people here.
Attendees come from across the retail ecosystem: supply chain, fulfillment, IT, marketing, store operations, and more. What unites them? A drive to move faster, work smarter, and deliver more value to customers.
If you influence purchasing, strategy, or execution in retail, this is your event. It’s where connections happen and innovation takes shape.
How Much Does it Cost to Attend NRF 2026?
The price to attend NRF 2026 will depend on the kind of pass you get, of which there are many. Detailed pass information is available on the NRF site. Below is a quick summary of options.
Individual All-Access Pass: Includes access to all Keynotes, Featured Sessions, AI Stage Sessions (retailers only), Meet the Speaker, Exhibitor Big Ideas, Expo, (1) Retail’s Big Concert Ticket (limited availability), Donut Dunks, and the Opening Party. You also get exclusive access to a pre-event webinar with exclusive tips on how to make the best of your Big Show experience (date and time TBD)
| Retail members | $1,200 (if purchased before 11/19/2025) |
| Retail non-members | $2,200 (if purchased before 11/19/2025) |
| Non-retail members | $2,500 |
| Non-retail non-members | $3,700 |
| Educators | Member $500, Non-member: $1,000 |
Expo Pass: Allows access to the expo during regular expo hours, including Exhibitor Big Ideas sessions, NRF Innovators Showcase, Startup Hub, Foodservice Innovation Zone, and the Opening Party.
| Retail Expo pass | Free if purchased by 12/30/25 |
| Non-retail members | $2,000 if purchased by 12/30/25 |
| Non-retail non-members | $3,200 (if purchased by 12/30/25) |
Retail Team All Access Pass: Includes access to all Keynotes, Featured Sessions, AI Stage Sessions (retailers only), Meet the Speaker, Exhibitor Big Ideas, Expo, Donut Dunks, and the Opening Party. Each team member can reserve (1) Retail’s Big Concert Ticket with their pass (limited availability).
| Retail team members | Retail Team $900/person. Retail Super team $750/person |
| Retail Non-Member Teams | Retail Team $1,500/person. Retail Super Team $1,250/person |
International Retail Team All-Access Pass: this pass includes access to all Keynotes, Featured Sessions, AI Stage Sessions (retailers only), Exhibitor Big Ideas, Expo, Donut Dunks, and the Opening Party. Each team member can reserve (1) Retail’s Big Concert Ticket with their pass (limited availability).
International Retail Teams: $1,100/person
Who is Exhibiting at NRF 2026?
NRF 2026 brings together more than 1,000 exhibitors across the retail technology spectrum—everything from global brands and systems integrators to AI innovators and startup disruptors. You’ll find pavilions like the Innovators Showcase, Startup Hub, Foodservice Innovation Zone, and Exhibitor Big Ideas—all designed to highlight cutting-edge solutions tackling today’s retail challenges.
Expect to see companies leading in AI, machine learning, robotics, smart supply chain, and omnichannel software—those showing how the next wave of retail is powered by connected systems, real-time analytics, and automation. Many will demo real-world case studies on how their tech is already reshaping fulfillment, store operations, or customer experience.
For supply chain and operations leaders, the value lies in discovering partners whose technologies can plug into your ecosystem—WMS, TMS, ERP, automation platforms—and scale globally. The NRF floor is where you find the building blocks for your next-gen supply chain.
Top 5 Must-See Seminars for Supply Chain Pros at NRF 2026
With over 175 planned sessions, there’s bound to be dozens of informative panels you can attend. We’ve picked out five we’re excited about:
Intelligence at Scale: How Retailers Can Harness the Next Wave of AI
Sunday, January 11, from 9:45am – 10:15am, Vusion Theatre
As AI transforms retail, leaders are moving from experimentation to practical implementation across merchandising, supply chain, marketing, and customer experience. This session highlights how companies overcome data, system, talent, and ethical challenges to build scalable, responsible AI strategies that drive real business value.
Solving Retail’s Fulfillment Puzzle: The New Rules of Operational Excellence
Sunday, January 11, from 10:30am – 11am, Mirakl Stage
Today’s customers demand fast, personalized experiences, pushing brands to leverage advanced technology, AI, and smarter supply chain strategies. In this session, leaders from AWS, Amazon, and a global footwear company share how their partnership is redefining order fulfillment, speed, and personalization while shaping the future of customer-centric innovation.
Looking Ahead: Future Proofing Retail in 2028
Sunday, January 11, from 1:00pm – 1:30pm, Mirakl Stage
In this session, Futurist Cassandra Napoli examines the global forces shaping consumer behavior by 2028, including trust issues, climate impacts, and the growing value of tactile experiences in retail. She explores how these domestic and international trends will influence the sociocultural and business landscape in the coming years.
From Chaos to Clarity: AI-powered Pricing & Inventory as the New Margin Engine
Monday, January 12, from 9:15am – 10am, Exhibitor Big Ideas Stage 2
Retailers face mounting pressure to protect margins and deliver flawless customer experiences, but outdated pricing and replenishment strategies can’t keep up with today’s volatility. This session with Impact Analytics and a leading retail client will showcase how AI-powered pricing and inventory optimization drive measurable gains in margin, in-stock rates, and efficiency. Attendees will walk away with a practical playbook to overcome common AI pitfalls and turn data-driven automation into a proven engine for profitable growth.
How Customer Experience Still Creates Retail’s Competitive Edge
Monday, January 12, from 10:15am – 10:45am on the Exhibitor Big Ideas Stage 2
Retailers face mounting challenges, but the most successful ones are those that put the customer at the center of every decision. This session explores how leading brands are turning customer-centric strategies into a true competitive advantage—driving loyalty, long-term value, and sustainable growth through personalized, seamless experiences. Attendees will learn why investing in the customer journey remains the most dependable path to success.
4 Trends We Expect to See at NRF 2026
- AI Becomes the Real Deal
Artificial Intelligence is no longer just a buzzword—it’s becoming the backbone of retail and supply chain strategy. Expect to see AI powering demand forecasting, visibility, personalization, and fulfillment orchestration, helping retailers make faster, data-driven decisions and improve operational agility. - Add-On Automation Takes Center Stage
From robotics to ASRS and beyond, automation continues to evolve as the “add-on advantage” for existing systems. NRF 2026 will highlight how modular, interoperable automation can extend the life and performance of your core systems—without requiring a complete infrastructure overhaul. - Global Problems, Global Solutions
Retailers are thinking beyond borders. As supply chains become increasingly global, companies are searching for solutions that deliver consistent performance across geographies—addressing regional regulations, currencies, and workflows. Expect strong conversations around multi-site visibility, localization, and seamless global integration. - The WMS Holds Its Ground
Even as new supply chain technologies emerge, one truth remains: the Warehouse Management System is still the brain of the operation. A modern WMS anchors the tech ecosystem—connecting AI, automation, and global data flows into one synchronized network. NRF 2026 will make it clear: innovation starts with a strong foundation.
How to Make the Most of Your Time at NRF 2026
Chances are, you have a lot you want to do with your time at NRF, so you want to make the most of it. Here’s what we think are absolute essentials as you plan your trip to NRF 2026.
- Familiarize yourself with the venue: The Javits Center is huge, and there will be so many different exhibits, panels, and events to attend. The last thing you want to do is miss something because you didn’t know where to go. The NRF team has created an interactive map of the venue to help with that, which you can access here. In the days before the event, study the map so you can move around the center without delay.
- Pack smart: Attending NRF will be similar to going to Disney, in that you’ll be walking a significant amount throughout the day. Remember to pack accordingly, not only comfortable shoes and clothing, but also consider bringing some power bars for you to snack on throughout the day.
- Make reservations: Thousands of people will be attending NRF 2026, and most want to dine out while there. Plan and make reservations accordingly, especially if there are certain spots you’d really like to visit. NYC may have it all, but they don’t have unlimited seating in the most sought-out restaurants, so come prepared!
- Schedule meetings in advance: If there are any vendors or exhibitors you want to connect with, don’t wait until the event to reach out to them. Schedule time with them in advance so you can ensure you’re able to connect in meaningful ways during your time there. But be sure not to overbook, leave some open slots in your schedule so that impromptu meetings can happen—you never know who you’re going to meet and want to learn more about! Book a meeting with Made4net here.
- Bring business cards: With so many different opportunities to network, business cards are essential. Make sure you have enough with you so you can hand them out without worrying you may run out. Business cards are still the best way to make a quick introduction while facilitating future contact.
Is There Food at NRF 2026?
The Javits Center has food halls located on levels 1 and 3, featuring a handful of dining options for those who would prefer to stay on the premises during the show. These on-site options include:
- 3411 Garden Market, on level 3 in the Crystal Palace. Offering a range of items, including hamburgers, harvest bowls, and sandwiches.
- Nibble & Graze is on level 1 away from the show floor. This quiet space features items like salads, mac and cheese, and rice bowls.
- Fresh and Fast is located on the North Concourse. It’s a touchless cafe with pre-packaged items, snacks, and beverages, perfect for the attendee on the go.
NRF 2026 will also have a Foodservice Innovation Zone, an interactive experience highlighting the innovation and trends leading the way in foodservice. Chances are attendees will not only be wowed by the technology there, but be given the chance to order food to experience first-hand the benefits of the technology showcased.
The Best Places to Stay for NRF 2026
The organizers of NRF 2026 have simplified matters by selecting a variety of hotels to reserve rooms for convention attendees. Similar to a room block for a wedding, these hotels have set aside rooms for attendees, offering discounts, as well as the aforementioned shuttles for hotels located further away. Visit OnPeak for a list of all hotels and to make reservations. Below are three we suggest.
Tempo by Hilton Times Square: A well-rated hotel, a 30-minute walk from The Javits Center. Reviewers love the location, excellent customer service, and reasonable pricing.
Element New York Times Square West: Part of the Marriott family of hotels, this hotel rates above average, boasts very reasonable pricing, and an unbeatable location.
Kimpton Hotel Theta, An IHG Hotel: A slightly more upscale offering, this Kimpton hotel is praised for its location, delicious breakfast, and comfortable rooms.
The Best Places to Eat Near NRF 2026
As we covered above, there are plenty of food options within the convention center itself, but if you want to explore the area a little bit, there’s plenty to see! Within just a few blocks, you can find a delicious meal at:
Saram Sushi and Ramen: Rich and flavorful sushi and well-seasoned ramen at unbeatable prices.
Mercado Little Spain: Explore various Spanish cuisines under just one roof, perfect for whether you only have 13 minutes or a whole day to spare.
The Bronx Brewery: Featuring more casual fare and a great selection of beers, this spot is great for gathering in large groups after a busy day of networking.
The Best Coffee Near NRF 2026
You’re going to need all the energy you can get during NRF 2026, so a delectable cup of coffee is non-negotiable. Good thing coffee abounds!
Bluestone Lane 55 Hudson Yards Café: A short three blocks away from the center, this beautiful, well-lit coffee shop offers more than just coffees and teas, serving matchas, protein smoothies, and breakfast sandwiches.
Blue Bottle Coffee: You may already be a fan of Blue Bottle coffee and not want to go without it during your stay in NYC. Good news, you don’t have to. Only a block and a half away, this location will have all that you’ve come to expect from their brewing expertise.
Enoch’s: For a more local vibe saturated with an artsy feel and ethically sourced coffee and espresso, Enoch’s is the place for you.
A Few Good Places to Get a Drink Near NRF 2026
For those looking to unwind after a long day, Manhattan offers countless spots to sip, relax, and let the city’s energy fade into the background.
Spygold: If you’re looking for hand-crafted and original cocktails, then look no further. Only a block away from The Javits Center, Spygold promises to offer an experience to write home about.
Break Bar: For something completely different, why not have a drink and then smash the glass it came in? Go into the throwing range and let off some steam while laughing with new friends made at NRF 2026.
Cedric’s At The Shed: Whether you’re looking for beer, wine, cocktails, or non-alcoholic options, this place provides it all in a setting that screams modern comfort.
How to Get Around During NRF 2026
NRF 2026 will be hosted in New York City’s Javits Center, on the west side of Manhattan. Generally speaking, the best way to get around the Big Apple is either walking or by taking the subway, but it’s going to be cold in January, so it’s best to know about all your options:
Public Transit:
Unfortunately, the closest MTA station to The Javits Center is 34th St – Hudson Yards, to which only the 7 line runs, which can be quite limiting. You could walk several blocks to 34th St. Penn Station or Times Square at 42nd street, with far more options, but avenue blocks in NY are long, which makes it a chilly endeavor. To learn about all the lines available and where they go, the MTA website will have all the answers you need.
Taxis and Rideshare Options
It’s New York, so there are cabs aplenty, as well as Ubers and Lyfts. Just remember that NYC is always busy and bustling with traffic, so be sure to factor in extra time for the commute so you’re not late!
NRF 2026 Shuttles
If you book a hotel through OnPeak, the official NRF housing provider, you can access a complimentary shuttle service from their selection of hotels to the convention center.
Is Attending NRF 2026 Worth It?
There’s no shortage of reasons to attend NRF 2026. Sure, it’s in New York City—a destination in itself—but the real draw is what happens inside the Javits Center: the ideas, innovations, and industry connections that will define the year ahead. From cutting-edge technology to thought leadership and unmatched networking opportunities, NRF offers something for every retail and supply chain professional.
Here’s what makes it a can’t-miss event:
Discover new technology
NRF is the best place to experience the latest warehouse and retail innovations firsthand. From AI-driven fulfillment to next-gen warehouse management systems, you’ll see live demos, hands-on exhibits, and solutions that are shaping the future of the industry.
Network with Industry Leaders
NRF goes far beyond a traditional trade show. It’s where conversations spark partnerships and connections with supply chain leaders, retailers, and solution providers. Whether at the Opening Party, VIP Awards, or casual meetups, you’ll find opportunities to build relationships that drive real business impact.
Learn Industry Trends
With top experts and executives under one roof, NRF provides unparalleled insight into the direction of retail and logistics. Step back from day-to-day operations, gain perspective, and return with the foresight and inspiration to move your business forward.
With over 175 education sessions, live technology demos, and endless networking opportunities, NRF isn’t just worth attending—it’s where innovation, insight, and impact come together. The real question isn’t why attend, but how can you afford to miss it?
Visit Made4net at NRF 2026
With everything NRF 2026 has to offer, you can count on Made4net to be there—ready to connect, innovate, and lead the conversation. We’ll be on Level 1 at Booth #1852. Learn how Made4net’s Retail WMS empowers you to win, wow, and keep your customers for the long haul. Come chat with us!
