How do I register for NRF 2027?

Registration is open. You must log in to your NRF account or create one before registering. Pass types include. All-Access Pass and Retail Expo Pass (free for retailers until December 30, 2026).

What is the cancellation policy?

All cancellation requests must be made in writing to nrfbigshow@maritz.com.

How can I get a visa invitation letter?

Once your registration is completed, your Letter of Invitation will be available to support your visa application. Apply early as processing times vary by country.

Are there international delegation rates?

Yes. International Delegations bring together qualified retailers from around the world through associations, chambers of commerce, and other recognized organizations. Delegations receive exclusive rates, dedicated support, and early badge collection.

How do I contact the organizer for exhibiting or sponsoring?

Contact Tami Sakell, VP of Sales, at (202) 661-3044 or sakellt@nrf.com.

Is there a press or analyst pass?

Yes. Press and analyst credentials are available subject to verification. Contact eventpress@nrf.com for details. Analyst registration is $500.

What is the official housing provider?

onPeak is the official housing provider. Book through the NRF portal for best rates and shuttle service.

Are there language interpretation services?

Yes. Audio interpretation is available through the Mixhalo app for selected sessions. Advance purchase is $95 until January 9, 2027; onsite is $125.

National Retail Federation Retail's BIG Show NRF

Name: National Retail Federation Retail's BIG Show NRF
Start: 2027-01-10
End: 2027-01-12
Location: Jacob K. Javits Convention Center

Notable exhibitors

Companies exhibiting at National Retail Federation Retail's BIG Show NRF include 100ENT-POS INC, 365 Retail Markets, 42Gears, 7thonline and A V BROTHER.

100ENT-POS INC
365 Retail Markets
42Gears
7thonline
A V BROTHER

Event overview

Overview

Under the theme “Fast Forward,” NRF 2027: Retail’s Big Show brings together the people, ideas and innovations accelerating the future of retail. Join us in New York City, Jan. 10 – 12, 2027, for the industry’s most important event. Retail’s Big Show is the retail industry’s biggest, most important event, bringing more than 41,000 retail industry professionals to New York City’s Javits Convention Center every year to explore the new technology and trends moving the industry forward.

Attendees can choose between the All-Access Pass for full conference and expo access, or a free Retail Expo Pass focused on the exhibit floor. The program includes keynote leadership sessions from global CEOs, more than 30 tactical sessions on technology, consumer trends, research, marketing and digital, an AI Stage exploring robotics and agentic AI, and the Reverse Logistics Pavilion focused on circularity and revenue recovery. The Expo floor hosts more than 1,000 forward-thinking solution providers, plus 100+ Exhibitor Big Ideas sessions featuring demos and case studies. Special features include the NRF Innovators Showcase for groundbreaking AI, AR, and machine learning technologies and the Startup Hub spotlighting emerging retail innovators.

Networking highlights include the Opening Party in Times Square, Expo Happy Hours, and Retail's Big Concert. All-Access Pass holders gain additional benefits such as live session translation in Portuguese, Spanish, French, and Japanese, Ask the Speaker sessions, and curated Expo Tours. The event is organized by the National Retail Federation (NRF), the world's largest retail trade association.

TL;DR

1NRF 2027 is the retail industry's flagship event, convening 41,000+ professionals from across the globe in New York City from January 10-12, 2027.
2The Expo features more than 1,000 solution providers showcasing the latest in retail technology, AI, robotics, and services.
3All-Access Pass holders enjoy keynote sessions, 30+ tactical sessions, live translation, and exclusive networking events.
4Dedicated stages include the AI Stage, Reverse Logistics Pavilion, NRF Innovators Showcase, and Startup Hub for emerging innovators.
5Networking opportunities include the Opening Party, Expo Happy Hours, and Retail's Big Concert.

Why visit

NRF Retail's Big Show brings together thousands of retail leaders, innovators, and solution providers from around the world. Attendees gain firsthand access to cutting-edge retail technologies, breakthrough merchandising strategies, and keynotes from global retail executives shaping the future of commerce.

Why exhibit

Exhibiting at NRF places your brand directly in front of C-level decision-makers, senior buyers, and technology evaluators from the world's largest retail brands and department stores seeking transformational solutions.

Attendees, exhibitors & solutions

Who this event is for

Visitor profile

Typical attendee groups you can expect to meet.

Retail CEOs, Presidents & Board Members

Chief Merchandising Officers & Category Directors

E-Commerce & Digital Strategy Directors

Store Operations & Logistics Executives

Chief Information & Technology Officers

Supply Chain & Procurement Directors

Loss Prevention & Asset Protection Managers

Brand Strategists & Marketing Leaders

Exhibitor profile

Main supplier and exhibitor segments present at the show.

Point-of-Sale Hardware & Software Providers

Enterprise Retail Software & ERP Developers

Automated Fulfillment & Robotics Manufacturers

Store Fixtures, Lighting & Display Companies

Payment Processing & Fintech Providers

Security, RFID & Loss Prevention Solutions

Customer Analytics & Loyalty Platform Providers

Product categories

Key solution areas showcased across the event.

Point of Sale & Checkout Solutions

Omnichannel E-Commerce Platforms

Artificial Intelligence & Machine Learning in Retail

Supply Chain & Inventory Management

Store Design, Fixtures & Visual Merchandising

Digital Signage & Interactive Displays

Payments & Financial Technology

Loss Prevention & Asset Protection

Customer Experience & Personalization

Robotics & Warehouse Automation

Location & Facilities

Venue

Open in Google Maps

Jacob K. Javits Convention Center

429 11th Avenue, New York, USA

Entrances & gates

North Entrance (11th Avenue between 37th & 38th)

General attendee entrance. Also referred to as the 'Green' entrance.

South Entrance (34th Street between 11th & 12th)

General attendee entrance. Also referred to as the 'Green' entrance.

Main Entrance Lobby (11th Avenue)

Primary entrance; accessible for wheelchairs.

Facilities

Parking

The Javits Center does not have on-site public parking. Nearby garages charge up to $70 per day. Metered street parking is extremely limited. Attendees are strongly encouraged to use public transit, taxis, or rideshares.

Accessibility

All public entrances are wheelchair accessible with automatic doors. Elevators serve all public levels. Wheelchairs are available on a first-come, first-served basis from the Concierge Desk in the Crystal Palace. Service animals are permitted.

Cloakroom

Coat and bag check services are available at the Javits Center. Locations and operating hours may vary by event; check with event staff or the Concierge Desk.

Luggage storage

The Javits Center does not offer on-site luggage storage lockers. Third-party services such as Radical Storage and Bounce provide nearby luggage storage for a fee.

On-site shuttle

The Javits Center does not operate an internal shuttle. However, NRF 2027 offers a complimentary shuttle service between non-walking official hotels and the venue.

Food options

Nibbles & Graze Food Court, Cultivated Dining, 3411 Garden Market, Food Trucks

On-site dining

Parking: The Javits Center does not have dedicated on-site public parking. However, there are numerous off-site parking garages and lots within walking distance. Rates vary by location and time; SpotHero lists event parking from $36–$74. Limited spaces may be available for attendees with a valid government-issued disability parking permit – contact Javits Security for details.

Gate: The Javits Center spans 11th Avenue between West 34th and 40th Streets, with main entrances on 11th Avenue. General attendee entrances are typically the North entrance on 11th Avenue between 37th and 38th Streets, and the South entrance on 34th Street between 11th and 12th Avenues. Pass type may determine recommended entrance (e.g., All-Access/Speaker/Exhibitor near Hall 1A, Delegate/Expo Pass near Hall 1C).

Attend

Entry & tickets

Trade-only

Event days & opening times

DayOpening hours

Sunday, January 10:9:00 AM – 5:00 PM

Monday, January 11:9:00 AM – 5:00 PM

Tuesday, January 12:9:00 AM – 4:00 PM (ET)

All-Access Pass – Retail Member (Standard)
Standard rate starting January 8, 2027. Early rates available: $1,100 by October 2, 2026; $1,200 by November 19, 2026; $1,300 by January 7, 2027.
$1,400.00
All-Access Pass – Retail Non-Member (Standard)
Standard rate starting January 8, 2027. Early rates: $2,100 by October 2, 2026; $2,200 by November 19, 2026; $2,300 by January 7, 2027.
$2,400.00
All-Access Pass – Non-Retail Member
Limited to 5 total individuals per company.
$2,600.00
All-Access Pass – Non-Retail Non-Member
Limited to 2 total individuals per company.
$3,800.00
All-Access Pass – Educator Member
Must be instructing students at an accredited institution; subject to verification.
$500.00
All-Access Pass – Educator Non-Member
Must be instructing students at an accredited institution; subject to verification.
$1,000.00
Retail Expo Pass – Retailer (Early)
Free for retailers until December 30, 2026; $100 starting December 31, 2026.
Expo Pass – Non-Retail Member (Early)
Limited to 5 per company. $2,100 starting December 31, 2026.
$2,000.00
Expo Pass – Non-Retail Non-Member (Early)
$3,300? (not explicitly stated, but likely) – limited to 2 per company.
$3,200.00

Ticket info

Badge collection

Badges must be worn visibly at all times. International delegations may have early scheduled badge collection if staying at an official NRF hotel.

Ticket notes

Multiple pass types available, including. All-Access Pass and free Retail Expo Pass for qualified retailers. Pricing varies by membership status and registration date.

Who runs the show

Organisers

Tami Sakell

VP of Sales

Email Call Website

NRF Support

International Delegations & Registration

Email Website

What's on

Programme

Expo

Expo Stage

TBA

Event days

TBA

Typical time

Official agenda

This agenda is still being finalised. Check the official agenda for the latest sessions.

Speakers

Kecia Steelman

President & CEO @ Ulta Beauty

Dane Mathews

Chief Digital & Technology Officer @ Taco Bell

Diana Marshall

EVP & Chief Experience Officer @ Sam's Club

Bob Eddy

CEO @ BJ's Wholesale Club, Inc.

Caroline Brown

Global Brand President @ The North Face®

Sun Choe

Global Brand President @ Vans

Nina Flood

Global Brand President @ Timberland

Harley Finkelstein

President @ Shopify

Dayna Quanbeck

President @ Rothy's

Richard Cox

Chief Merchandising Officer @ Pacsun

Melissa Gonzalez

Principal @ MG2

Alberto Serrentino

Founder @ Varese Retail

AI Stage Sessions

Expo Stage

AI StageExpo Hall

AI Stage Sessions

Expo Stage

AI StageExpo Hall

AI Stage Sessions

Expo Stage

AI StageExpo Hall

Reverse Logistics Stage Sessions

Expo Stage

Reverse Logistics StageReverse Logistics Pavilion

Reverse Logistics Stage Sessions

Expo Stage

Reverse Logistics StageReverse Logistics Pavilion

Reverse Logistics Stage Sessions

Expo Stage

Reverse Logistics StageReverse Logistics Pavilion

NRF Innovators Showcase

Showcase

Innovators ShowcaseExpo Hall

NRF Innovators Showcase

Showcase

Innovators ShowcaseExpo Hall

NRF Innovators Showcase

Showcase

Innovators ShowcaseExpo Hall

Startup Hub Sessions

Expo

Startup HubExpo Hall

Startup Hub Sessions

Expo

Startup HubExpo Hall

Startup Hub Sessions

Expo

Startup HubExpo Hall

Topic tracks

Fast Forward Customer ExperiencesOperations at Optimal SpeedBusiness Models Building MomentumTalent Development in Real TimePress Play on Tech and InnovationLeadership in MotionForward Strategies in Reverse LogisticsFuture Thinking for Founders and Entrepreneurs

Co-located events

Supply Chain Sunday

Separate ticket

AI Monday – AI in Retail (AiR) Summit & Soirée

Separate ticket

Commerce Media Saturday

Separate ticket

NRF NXT

Separate ticket

Awards

The Visionary Award

Annual

The NRF Foundation's The Visionary Award recognizes retail leaders who have demonstrated exceptional vision, innovation, and impact on the industry. The 2027 honoree is Jay Schottenstein, Executive Chairman and CEO of American Eagle Outfitters Inc., honored for his leadership in building AEO into a more than $5 billion multi-brand global business, and his commitment to community impact through the AE Foundation, the Aerie Real Foundation, and the AEO Better World Foundation, which includes a $10 million endowment

Retail Leadership

source

How the last edition performed

Previous edition

Current edition

2027 · 37,999 visitors · 1,000 exhibitors

Official exhibitor and visitor counts for the 2027 edition are not yet published by the organiser. The event is scheduled for January 10-12, 2027 at the Jacob K. Javits Convention Center.

Forecast — not final

Visitors

41,000

Exhibitors

1,025

Floor area (sqm)

33,500

Visitor countries

100

Growth over time

New this edition

1
AI Stage
A dedicated stage focused on robotics, agentic AI, and practical AI applications for retail, introduced at the 2026 edition.
Source
2
Reverse Logistics Pavilion
A dedicated pavilion exploring circularity, returns management, and revenue recovery through reverse logistics.
Source
3
Startup Hub
A dedicated area for emerging retail innovators and startups to showcase their technologies.
Source

Next edition outlook

2027

confirmed

NRF 2027: Retail's Big Show, themed 'Fast forward to the future of retail,' is positioned to build on the record-breaking momentum of 2026. The 2027 programme retains the dedicated AI Stage introduced in 2026 and integrates reverse logistics content from the former NRF Rev into a permanent Reverse Logistics Pavilion. Three themed pre-days expand the event's scope: Commerce Media Saturday, Supply Chain Sunday, and AI Monday. The event also marks the global expansion of the Retail's Big Show brand with a Middle East edition in Riyadh planned for 2027. With the 2026 edition drawing 41,000+ visitors, 564 speakers, and 1,025 exhibitors, expectations for 2027 are high as the industry continues its rapid AI-driven transformation.

Integration of NRF Rev reverse logistics content into a permanent Reverse Logistics Pavilion on the Expo floor Expansion of the AI Stage with more sessions on agentic AI and practical applications Addition of three themed pre-days: Commerce Media Saturday, Supply Chain Sunday, and AI Monday Continued growth of the Startup Hub and NRF Innovators Showcase for emerging retail technologies Global expansion of the Retail's Big Show brand with a Middle East edition in Riyadh

Impact

A bigger and stronger platform

NRF 2026 marked a definitive shift in the retail industry's relationship with technology. The conversation moved decisively from 'whether to adopt AI' to 'how to deploy and scale it'. Agentic commerce emerged as the dominant theme, with retailers and tech providers exploring AI systems that can autonomously browse catalogs, narrow options, and support purchase decisions on behalf of customers. The show also reinforced that AI is a tool to empower employees and deepen customer relationships, not a replacement for human connection. With the largest Expo ever and record attendance, the event demonstrated the continued centrality of Retail's Big Show as the global gathering point for retail innovation. The announcement of a Middle East edition in Riyadh for 2027 signaled the NRF's global expansion ambitions.

Audience quality

High-value decision-makers

NRF 2026 attracted more than 41,000 visitors from over 100 countries, with more than a third of attendees coming from outside the United States. The largest foreign delegation came from Brazil. The event drew top retail leaders from global brands and chains, alongside technology vendors, investors, consultants, and analysts. The audience represented 6,700 brands. There was, however, a sense that some. New York City-based retailers did not attend due to time constraints, and that some of the most meaningful retail conversations were increasingly taking place in side events rather than on the main show floor. The presence of influencers and creator-economy professionals added a new dimension to the attendee mix.

Exhibitor outcomes

Real business growth

The 2026 edition delivered strong exhibitor ROI metrics: 1,025 exhibitors occupied the largest Expo floor ever at 33,500 sqm, providing access to 41,000+ qualified retail buyers and decision-makers from 100 countries. Major technology vendors including Google, Microsoft, and AWS significantly expanded their booth footprints, signaling confidence in the show's ability to generate meaningful business outcomes. The event also served as a launchpad for innovation, with the Expo featuring 100+ Exhibitor Big Ideas sessions where vendors presented demos and case studies. However, the IADS report noted a perception that 'tech and retail were no longer moving hand in hand, but were increasingly taking parallel trajectories, with tech eating retail'- 4, suggesting that exhibitors focused purely on technology may need to work harder to demonstrate relevance to traditional retail operations.

Intelligence

Market context

Key market insights, trends, news and related events to help you understand the bigger picture.

North America / Global

Why it matters

NRF 2027: Retail's Big Show arrives at a critical inflection point for the retail industry. The sector is undergoing a fundamental transformation driven by agentic AI, which is shifting commerce from clicks to conversations and collapsing the multi-step shopping journey into single AI-driven interactions. With AI projected to unlock trillions in value globally, retailers are under immense pressure to deploy AI at scale, optimize data architectures, and reimagine customer engagement. NRF 2027 serves as the definitive marketplace where 41,000+ retail professionals from 100 countries converge to pressure-test roadmaps, evaluate technologies, and form partnerships that will define the next decade of retail. The event's expanded focus on agentic AI, reverse logistics, and themed pre-days reflects the industry's urgent need to operationalize innovation. For buyers, it offers an unparalleled opportunity to compress a year of vendor shortlisting into three days. For exhibitors, it provides direct access to the largest single concentration of retail decision-makers anywhere — making it the most efficient way to build a pipeline and close deals in the retail ecosystem.

Industry trends

Key trends shaping this market and its wider industry.

Agentic AI moves from pilot to production

Artificial intelligence is rapidly transitioning from experimentation to operational deployment. Retailers are deploying agentic AI across pricing, personalization, and planning, with 68% expecting to deploy agentic AI for key operational activities within 12-24 months. Half of retail executives expect the collapse of today's multi-step shopping journey by 2027 as shopping moves into a single AI-driven interaction. At NRF 2027, Agentic AI is a dominant theme, with leaders focused on faster decisions, leaner inventory, and execution at scale.

Source

Hyper-personalization through AI and data

Consumers increasingly expect hyper-personalized content and recommendations, with nearly two-thirds wanting generative AI to deliver such experiences. Retailers are leveraging AI to provide personalized responses and engagement, with adoption expected to reach 78% by 2027. AI agents are emerging as personal shoppers, scanning, comparing, and acting 'on behalf of' consumers.

Source

AI-driven search and discovery replacing traditional search

More than one in three consumers now start their searches with AI tools rather than traditional search engines, with 60% saying AI delivers clearer, more helpful answers. Retailers must optimize for AI agent readiness to remain visible, as traditional SEO alone will not suffice.

Source

Shift from isolation to interconnectedness and community

By 2027, the focus of society and business will shift from isolation to interconnectedness. Consumers are seeking authentic human connections, with 66% of 'Zalphas' (ages 9-14) citing spending time with friends as their top life goal. Retailers are designing spaces for community beyond the individual, enabling people of all ages and backgrounds to connect.

Source

Reverse logistics and circularity as strategic imperatives

Circular retail solutions are expanding, driven by consumer demand, economic constraints, and regulatory requirements. Retailers and brands are co-creating circular approaches to reduce waste and capture value, exemplified by initiatives like. The Footwear Collective. NRF 2027 features a dedicated Reverse Logistics Pavilion focused on returns management, supply chain efficiency, and revenue recovery.

Source

Market news

Latest updates from across the market.

NRF Names Jay Schottenstein as The Visionary 2027

Read

NRF Rev to be fully integrated into Retail's Big Show 2027

Read

dunnhumby ventures launches U.S. Startup Competition with NRF

Read

NRF 2026 draws record 41,000+ attendees, largest Expo ever

Read

Retail Trade Show Circuit 2026–2027

January 2027 – October 2027

The global retail event calendar offers a dense schedule of conferences and expos across North America, Europe, and Asia-Pacific. NRF Retail's Big Show in New York (January) kicks off the year as the flagship event. Shoptalk Spring (March) follows as a major innovation conference in Las Vegas. EuroShop (February) focuses on store design and fixtures in Düsseldorf. NRF's regional editions — Europe (September) and Asia Pacific (June) — extend the Big Show brand globally. Groceryshop (September) and Shoptalk Fall (September-October) cater to grocery and broader retail innovation audiences later in the year.

Q1 2027

NRF 2027: Retail's Big ShowEuroShop 2027Shoptalk Spring 2027

Dense period for global retail events, starting with NRF in New York, followed by EuroShop in Düsseldorf and Shoptalk in Las Vegas.

Q2 2027

NRF 2027: Retail's Big Show Asia PacificShoptalk Europe 2027

Regional editions of NRF and Shoptalk in Singapore and Barcelona.

Q3 2027

NRF 2027: Retail's Big Show EuropeGroceryshop 2027Shoptalk Fall 2027

European NRF edition, grocery-focused Groceryshop, and fall Shoptalk in Nashville.

Event dates and details compiled from NRF official websites, Shoptalk official pages, and industry trade show listings. Dates are subject to change; verify with official organisers.

Plan your trip

Travel & logistics

Local currency · USD

Arrival airports

Choose from the following airports, with convenient access to the event and venue.

JFK

John F. Kennedy International Airport

Handles most international flights. Taxi flat fare $52 to Manhattan. AirTrain + subway (A, E, J, Z lines to 34th St-Penn Station, then transfer to 7 train) costs ~$11–27.

~14 miles

to venue

45–60 minutes by taxi/rideshare; 50–90 minutes by public transit

by car

LGA

LaGuardia Airport

Primarily domestic and short-haul flights. Q70 bus to 61 St-Woodside, then 7 train to 34 St-Hudson Yards. Taxi ~$40–60.

~7 miles

to venue

30–45 minutes by taxi/rideshare; 50–60 minutes by public transit

by car

EWR

Newark Liberty International Airport

Major international hub. NJ Transit or Amtrak to Penn Station, then 7 train to Hudson Yards. Taxi ~$70–130.

~10 miles (straight-line)

to venue

35–45 minutes by taxi/rideshare; ~60 minutes by train

by car

Hotel tiers

A range of accommodation options near the venue and across key areas.

Budget

Midtown / Times Square

USD 150–250 / night

Basic 2-3 star hotels and select chain properties. January is the cheapest month for hotels in New York, averaging $196 per night citywide. Book early as rooms in the official NRF block are limited.

Mid-Range

Midtown / Hudson Yards / Chelsea

USD 250–450 / night

Comfortable 3-4 star hotels. Many official NRF room block hotels in this range are within walking distance of the Javits Center and qualify for complimentary shuttle service. Book through onPeak for best rate guarantees.

Premium

Hudson Yards / Midtown / SoHo

USD 450–800 / night

Luxury 4-5 star hotels. Properties in Hudson Yards such as the Equinox Hotel start from $676–$912 per night. High-end boutique and full-service hotels with premium amenities.

Local transport

Get around the city with these convenient transport options.

Subway (7 train)

Estimated cost$3.00 per ride (as of January 2026)-

Best for7 train to 34th Street–Hudson Yards station

The Javits Center is just one block (approx. 4–5 min walk) from the 34th Street–Hudson Yards station. This is the most convenient subway option, connecting to every Manhattan line.

Bus

Estimated cost$3.00 per ride (as of January 2026)-

Best forM34-SBS Select Bus Service (crosstown via 34th Street)

The M34-SBS bus runs between the East Side and the Javits Center, with stops directly outside the venue. Other nearby bus routes include M12 and M11.

Taxi / Rideshare

Estimated cost$70–$160+ (airport transfers)-

Best forFrom any city location or airport

Yellow taxi flat fare from JFK to Manhattan is $70 (plus tolls, surcharges, and tip, pushing the real cost to $90–110). Uber/Lyft typically range from $65–85 from JFK. Black car services can cost $125–$275. Expect surge pricing during peak hours.

Ferry

Estimated costVaries by route; check NY Waterway for current fares

Best forNY Waterway from. New Jersey (Port Imperial/Weehawken) to Midtown/W. 39th St.

The ferry terminal at W. 39th St. is across from the Javits Center. Free connecting shuttle buses are available from the terminal. Ferries run every 30 minutes and the journey takes about 10 minutes.

Citi Bike

Estimated cost$4.49 (single ride) / $19 (day pass)

Best forBike share stations near Javits

Available for short trips; docking stations nearby

Taxi / Rideshare

Estimated costVaries by distance and traffic

Best forFrom any airport or city location

Widely available; flat fare from JFK ($52).

Plan your trip

Visa & entry documents

Check the latest visa requirements and entry guidelines before travelling.

Visa required

ATA Carnet: accepted

Type	Who needs it	Fee	Processing
B-1 Business Visitor Visa	Citizens of countries not participating in the Visa Waiver Program (VWP) who wish to enter the U.S. temporarily for business purposes, such as attending a conference, consulting with business associates, or negotiating contracts	$185.00	Varies significantly by location; global median is ~30 days, but some posts exceed 12 months. A $750 expedited interview pilot program is available at select posts from July 1 – Dec 31, 2026, offering interviews within 10 business days
ESTA (Visa Waiver Program)	Citizens of the 42 VWP countries traveling to the U.S. for business or tourism for stays of up to 90 days without a visa	$40.00	Apply at least 72 hours before departure; authorization is generally valid for two years

Citizens of the 42 countries in the Visa Waiver Program (VWP) — including the UK, EU nations, Australia, New Zealand, Japan, South Korea, and others — may travel visa-free for up to 90 days for business with an approved ESTA For the full list of VWP countries, visit the DHS website

The United States accepts ATA Carnets for the temporary importation of commercial samples, professional equipment, and certain advertising materials. Carnets are not accepted for goods destined for exhibitions or fairs. The carnet is valid for one year from issuance and can be used for multiple entries and exits. The U.S. guaranteeing association is the U.S. Council for International Business (USCIB)

Official visa page

Weather

January in New York City is the coldest month. Average high: 37–40°F (3–4°C); average low: 25–29°F (-4 to -2°C). Snow, sleet, and freezing rain are possible. Average precipitation: ~92–128 mm. Dress in warm layers, heavy coat, gloves, hat, and waterproof footwear. Indoor venues are heated.

Plan for the climate

Check temperatures and pack accordingly

Venue connectivity

The Javits Center is served by the NYC Subway 7 train at 34th Street–Hudson Yards station, just one block from the venue. Additional subway lines (A, C, E) stop at 34th St–Penn Station, a 12-minute walk. Bus routes M34-SBS, M12, M11, M42 serve the area. Penn Station and Grand Central Terminal provide regional rail connections. Taxis and rideshares are widely available. The venue is walking distance to Hudson Yards and the High Line.

Ride-hailing

Taxis

Public transit

Car rentals

Cultural notes

Useful information to help you have a smooth and respectful visit.

Sidewalk and Subway Etiquette

Keep right on sidewalks and escalators; avoid stopping in the middle of walkways. On the subway, let passengers exit before boarding, and stand clear of closing doors. Do not block turnstiles or entrances.

Dining and Tipping

Tipping is customary: 15–20% for sit-down restaurant service, $1–2 per bag for hotel porters, and $2–5 per day for housekeeping. Sales tax of 8.875% is added to most purchases.

Cash and Cards

Credit and debit cards are widely accepted; however, carry $20–50 in cash for tips, street food, and small shops. Use ATMs at major banks to avoid high fees.

NYC Pace and Directness

New Yorkers are known for being direct and fast-paced. It is not considered rude to be efficient. If you need help, ask clearly and concisely.

Time Zone

New York City operates on Eastern Time (UTC-5 in winter, UTC-4 in summer).

Practical guides

Visitor & Exhibitor Essentials

Everything needed to arrive prepared, navigate the event, and make the visit productive.

Flights

Destination: JFK, EWR, or LGA

NRF attendees can save up to 10% on eligible United Airlines flights for travel between January 3–16, 2027, using promo code ZSNU827235. Book early for best rates.

Book flights

Visa

Most foreign nationals need a visa or ESTA to enter the U.S. for business. Citizens of VWP countries can travel visa-free with an approved ESTA. All others require a B-1 visitor visa obtained from a U.S. embassy or consulate.

Processing: Varies by country; ESTA is typically approved within 72 hours; B-1 visa processing can take from a few weeks to over a year depending on the post.

NRF provides a Letter of Invitation after registration to support visa applications. Apply for your visa or ESTA well in advance of the event.

Official Partner

Hotels

Find a stay near the venue with options for every budget.

Areas to stay

Hudson Yards – closest to Javits Center; walking distance to venue · Midtown West / Chelsea – convenient access via 7 train or short walk · Midtown East / Times Square – wide range of hotels; good subway connections · Financial District / Downtown – lower rates, accessible via A/C/E trains

Budget

$150–250 per night

Book

Mid-Range

$250–450 per night

Book

Premium

$450–800+ per night

Book

Transport

Get to the venue and around the city with these options.

Airport → venue: Taxi/rideshare from JFK ($52 flat fare, 45-60 min), LGA ($40-60, 30-45 min), or EWR ($70-130, 35-45 min). Public transit: AirTrain + subway from JFK (~$11-27, 50-90 min); Q70 bus + 7 train from LGA (~$10, 50-60 min); NJ Transit/Amtrak + 7 train from EWR (~$15-25, 60 min).

Hotel → venue: Walking for hotels in the official NRF room block within Hudson Yards/Midtown West. Complimentary NRF shuttle from non-walking official hotels. Subway 7 train to 34th Street–Hudson Yards station (one block from venue). A/C/E trains to 34th Street–Penn Station (12-min walk).

Ride-hail: Uber, Lyft, and yellow taxis are widely available. Taxi flat fare from JFK is $52. Expect surge pricing during peak event hours.

Public transit: NYC Subway: 7 train to 34th Street–Hudson Yards (closest stop). A/C/E to 34th St–Penn Station. M34-SBS, M12, M11 buses serve the area. Single ride $2.90; 7-day unlimited MetroCard $34.

Parking: Javits Center does not have on-site public parking. Nearby garages charge up to $70 per day. Attendees are strongly encouraged to use public transit, taxis, or rideshares.

Weather

Plan and pack for the event climate.

Month: January

Temperature: 25–40°F (-4 to 4°C)

Seasonality: Snow, sleet, and freezing rain are possible; average precipitation ~92–128 mm.

Packing: Pack warm layers, a heavy coat, gloves, hat, scarf, and waterproof boots. Indoor venues are heated, so layers are key. Bring an umbrella.

Itinerary builder

Add priorities and side trips to make the most of your visit.

Add side trips

Default day plan

8:00 AMArrive at Javits Center; pick up badge (if not collected earlier)
9:00 AM – 12:00 PMAttend keynote sessions or expo floor visits
12:00 – 1:00 PMLunch break (food vendors available in venue)
1:00 – 5:00 PMExpo floor exploration; attend Exhibitor Big Ideas sessions; network
5:00 PM onwardNetworking receptions, Expo Happy Hours, or explore NYC nightlife

Plan your trip

Planning

Best day to visit: Sunday, January 10, 2027

The first day offers the most energy with the Opening Party in Times Square and the full Expo opening. It is also the best day to attend keynotes and get a lay of the land before the crowd peaks. Sunday tends to be slightly less crowded than Monday, allowing for easier navigation and more meaningful conversations with exhibitors.

Confirm registration and budget — Register for the appropriate pass (All-Access or Retail Expo Pass). Book early for best rates. Allocate budget for travel, accommodation, and incidentals.

Book travel and accommodation — Secure flights and hotel. Use the official NRF housing partner onPeak for best rates and shuttle service. Book by December 15, 2026 for guaranteed rates.

Plan your schedule — Review the agenda and exhibitor list. Prioritize sessions, keynotes, and must-see exhibitors. Download the event app for real-time updates.

Prepare for networking — Update your LinkedIn profile and bring business cards. Identify key contacts and set up meetings in advance if possible.

Check weather and pack — New York in January is cold. Pack warm layers, comfortable shoes, and a portable charger. Bring a printed or digital copy of your registration confirmation.

Final review — Confirm travel arrangements, check for any last-minute schedule changes, and recharge all devices.

Sample visitor itinerary

Route-optimised day

8:00 AM

Arrive at Javits Center; pick up badge

Javits Center – Registration

9:00 AM – 12:00 PM

Attend keynote sessions or visit Expo floor

Javits Center – Main Hall / Expo Halls

12:00 – 1:00 PM

Lunch break (food vendors available in venue or nearby Hudson Yards)

Javits Center – Food Court / Hudson Yards

1:00 – 5:00 PM

Expo floor exploration; attend Exhibitor Big Ideas sessions; network

Javits Center – Expo Halls

5:00 PM onward

Networking receptions, Expo Happy Hours, or explore NYC nightlife

Various event locations / off-site

Side trips

Hudson Yards

Shopping & Dining

Adjacent to Javits Center

Major retail and dining complex with. The Vessel, Edge observation deck, and high-end shopping.

High Line

Park

5-min walk

Elevated linear park built on former rail line, with art installations and city views. Connects to Javits via 34th St entrance.

Times Square

Entertainment

~20-min walk or 5-min subway (7 train)

Iconic neon-lit intersection with Broadway theaters, shops, and restaurants.

Chelsea Market

Food Hall

~15-min walk

Indoor food market with diverse vendors, gourmet eats, and specialty shops.

SoHo

Shopping

~15-min subway (C/E train)

Trendy shopping district with flagship stores, boutiques, and art galleries.

Fifth Avenue

Shopping

~20-min subway (7 train to 5th Ave)

Iconic luxury shopping corridor with flagship stores of global brands.

Networking spots

Opening Party in Times Square

Official Networking Event

Kick-off event for all attendees; great for informal networking.

Expo Happy Hours

Official Networking Event

Daily networking receptions on the Expo floor.

Retail's Big Concert

Official Networking Event

Evening concert open to all attendees.

Women in Retail Oasis

Networking Lounge

Dedicated space for women in retail to connect and network.

Startup Meetings

Networking Session

VC Startup Meetups for founders and investors.

Budget

Costs & budget

Official exhibitor pricing and booth packages are not published on the public NRF 2027 website. Interested exhibitors are directed to contact NRF sales directly for pricing and availability.

source

Build your working budget

Adjust the inputs below to create a directional event budget.

Booth size9 m²

Hotel tier

Budget$200.00/nightMid-range$300.00/nightPremium$500.00/night

Number of nights

Flight

Estimated budget

Live estimate

Booth 9 m² × $777.50/m²$6,997.50
Hotel × 3 nights$600.00
Per diem × 3$300.00
Visa$185.00
Insurance$100.00
Flight — Domestic US (e.g., LAX-JFK)$400.00

Estimated total$8,582.50

This is a directional estimate. Please verify live rates before booking.

Cost reference

Official cost items and estimated ranges for exhibitors.

Standard Booth (9 sqm)

exhibitor · standard

USD 3000–11000 / per 9 sqm

estimate

Raw Space (per sqm)

exhibitor · raw

USD 330–1055 / per sqm

estimate

All-Access Pass – Retail Member

visitor · member

USD 1100–1400 / per person

official

All-Access Pass – Retail Non-Member

visitor · non-member

USD 2100–2400 / per person

official

All-Access Pass – Non-Retail Member

visitor · member

USD 2600 / per person

official

All-Access Pass – Non-Retail Non-Member

visitor · non-member

USD 3800 / per person

official

Expo Pass – Retailer (Early)

visitor · retailer

—

official

Expo Pass – Non-Retail Member (Early)

visitor · member

USD 2000 / per person

official

Retail Store Tour

visitor · add-on

USD 180 / per tour

official

Audio Interpretation (Mixhalo)

visitor · add-on

USD 95–125 / per person

official

Analyst Pass

visitor · analyst

USD 500 / per person

official

Item	For	Tier	Estimated range	Status
Standard Booth (9 sqm)	exhibitor	standard	USD 3000–11000 / per 9 sqm	estimate
Raw Space (per sqm)	exhibitor	raw	USD 330–1055 / per sqm	estimate
All-Access Pass – Retail Member	visitor	member	USD 1100–1400 / per person	official
All-Access Pass – Retail Non-Member	visitor	non-member	USD 2100–2400 / per person	official
All-Access Pass – Non-Retail Member	visitor	member	USD 2600 / per person	official
All-Access Pass – Non-Retail Non-Member	visitor	non-member	USD 3800 / per person	official
Expo Pass – Retailer (Early)	visitor	retailer	—	official
Expo Pass – Non-Retail Member (Early)	visitor	member	USD 2000 / per person	official
Retail Store Tour	visitor	add-on	USD 180 / per tour	official
Audio Interpretation (Mixhalo)	visitor	add-on	USD 95–125 / per person	official
Analyst Pass	visitor	analyst	USD 500 / per person	official

Decision

Visit, exhibit, or skip?

Should you go?

Answer the 7 questions below to get a personalised recommendation on whether to visit, exhibit, or skip NRF 2027: Retail's Big Show. Each answer adds to your score for each outcome. Higher scores indicate better fit.

QUESTION 1 OF 7

What is your primary role in the retail ecosystem?

Decision matrix

Compare participation options side by side to choose the best fit for your objectives.

visit

Assess how this option fits your objectives.

Best for

Not yet confirmed

Timeline

Not applicable

Risks

No major risks listed.

exhibit

Assess how this option fits your objectives.

Best for

Not yet confirmed

Timeline

Not applicable

Risks

No major risks listed.

skip

Assess how this option fits your objectives.

Best for

Not yet confirmed

Timeline

Not applicable

Risks

No major risks listed.

Book with

Partners

onPeak

Official Housing Provider

NRF's official housing partner for NRF 2027. Book through onPeak for best rate guarantees, cancellation protection, and complimentary shuttle service.

Visit partner Confidence: high

Confirmed as official housing partner on the Hotel & Travel Information page.

United Airlines

Official Airline Partner

Save up to 10% on flights to New York for NRF 2027. Valid for travel between January 3-16, 2027.

Visit partner Confidence: high

Mentioned as air travel partner with discount code ZSNU827235.

Mixhalo

Interpretation Services

Audio interpretation app for selected sessions. Available in multiple languages for US$95 (advance) or US$125 (onsite).

Visit partner Confidence: high

Listed as interpretation service provider on the International Resources page.

RETHINK Retail

Content Partner

Partners with NRF to host off-site events during NRF 2027, including Supply Chain Sunday, AI Monday, and Commerce Media Saturday.

Visit partner Confidence: medium

Mentioned as partner for off-site events in search results and industry sources.

Recommended providers

Visa

NRF International Resources

NRF provides a Letter of Invitation to support visa applications and offers guidance for international attendees.

Hotels

onPeak

NRF's exclusive official housing provider. Benefits include: contracted best rate guarantees available until December 15, 2026; protection from hotel penalties for room cancellations; customer service phone, email, and chat; protection from hotel relocations; and complimentary shuttle service from non-walking official hotels to the Javits Center. Beware of fraudulent housing claims — onPeak is the only authorised housing provider.

FAQs & glossary

Answers

Frequently asked

Glossary

NRF: National Retail Federation – the world's largest retail trade association, representing retailers of all sizes and formats across the United States and globally. NRF organizes Retail's Big Show and advocates for the retail industry.
All-Access Pass: The premium registration tier for NRF 2027, providing entry to all keynote sessions, featured sessions, the AI Stage, Exhibitor Big Ideas, the Expo floor, networking events, and exclusive benefits such as live session translation and Ask the Speaker sessions.
Expo Pass: A free registration option for retailers granting access to the exhibit hall, AI Stage, Exhibitor Big Ideas sessions, Reverse Logistics Stage, and networking events including the Opening Party and Retail's Big Concert.
Reverse Logistics: The process of managing product returns, repairs, recycling, and circularity. At NRF 2027, the Reverse Logistics Pavilion explores how returns and supply chain strategies can drive revenue recovery and operational efficiency.

Trust footer

Sources

References

Publishers

Date checked

National Retail Federation

Javits Center

NYC Tourism

U.S. Department of State

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