NRF Big Show 2027

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NRF Big Show 2027 | Retail's Big Show New York City | Trade Show & Conference Directory | Trade Show Directory

Attendance

NRF Big Show draws more than 45,000 retail industry professionals to New York City each year, representing well over 100 countries. According to key statistics published by NRF for the New York flagship event, the show attracts 16,100 retail professionals among its 35,000+ total attendees, with 6,275 brands represented on-site. The audience skews strongly toward decision-makers: 88% of attendees play a role in purchasing decisions. Geographically, approximately 67% of attendees are from the United States and 33% are international. NRF 2025 welcomed more than 40,000 attendees from around the world alongside 1,000+ exhibitors, while NRF 2026 was reported as a record-breaking edition in terms of attendance. NRF 2024 drew over 39,500 attendees. The audience spans retail executives, store operations leaders, digital transformation heads, IT and supply chain professionals, and marketers — making it one of the most commercially active gatherings in the retail calendar.

Booth Pricing

Official exhibitor booth pricing for NRF 2027 is not published on the show's website. Prospective exhibitors and sponsors are directed to contact Tami Sakell, VP of Sales, at (202) 661-3044 or sakellt@nrf.com to inquire about available floor space, booth packages, and branding or sponsorship opportunities. Space selection for upcoming editions typically opens shortly after the conclusion of the current year's show. Exhibitors gain access to retail decision-makers from more than 100 countries and may also purchase additional branding opportunities to boost their presence on the show floor.

Registration

Registration for NRF 2027: Retail's Big Show is handled online at nrfbigshow.nrf.com and requires a valid NRF account before you can begin. Eligibility is determined by company type, role, and title; retailers must be in current operation with a minimum of $1M per year in sales to qualify for retail status.

Pass Types:

Retail Expo Pass (Free for qualified retailers): Provides access to the full Expo floor, NRF Innovators Showcase, Startup Hub, and Exhibitor Big Ideas sessions.
All-Access Pass: Includes all Keynotes, Featured Sessions, AI Stage sessions (retailers only), Exhibitor Big Ideas, Expo floor access, one Retail's Big Concert ticket (limited availability), Donut Dunks, the Opening Party, and a pre-event webinar. International retail team rates in 2026 were $900 for NRF Members and $1,500 for Non-Members; groups of 10 or more from different international companies could access a discounted rate of $1,100 per registrant.

Add-Ons:

Expo Tours: $75 per tour for All-Access retailers; $150 for Expo-only retailers (retailers only)
Retail Store Tours: Ticketed; open to retailers only
Audio translation (French, Japanese, Portuguese, Spanish): Available at advance purchase price of $95 (on-site: $125)

For registration assistance, contact nrfbigshow@maritz.com. For international inquiries, contact registration@nrf.com. NRF membership can provide discounted pass rates; learn more at nrf.com/membership. Check the official website for 2027-specific pricing and deadlines as they are announced.

History

The National Retail Federation traces its origins to 1911, when the National Retail Dry Goods Association (NRDGA) was established and held its first annual meeting. In 1958, the organization was renamed the National Retail Merchants Association. In 1990, it merged with the American Retail Federation to form the National Retail Federation as it exists today. Throughout this more than century-long history, NRF has continuously held annual conventions for its members — making its flagship January gathering one of the longest-running industry events in American commerce.

Over the decades, the convention evolved from a membership meeting into the world's largest retail industry trade show and conference, now known globally as Retail's Big Show. Held each January over three days at the Jacob K. Javits Convention Center in New York City, the event now features over 1,000 Expo exhibitors and more than 100 sessions spanning sustainability, visual merchandising, the global economy, and emerging technology. In recent years, dedicated zones such as the AI Stage, Startup Hub, and Reverse Logistics Pavilion have been added to reflect the industry's rapid embrace of artificial intelligence and entrepreneurial innovation. NRF has also expanded the Big Show brand globally, launching NRF Retail's Big Show APAC and NRF Retail's Big Show Europe in partnership with Comexposium.

Venue & Travel

Venue

Jacob K. Javits Convention Center

429 11th Avenue, New York, NY 10001

The Jacob K. Javits Convention Center is New York's largest exhibition venue, situated in the Hudson Yards neighborhood on Manhattan's West Side along the Hudson River. Originally opened in 1986 and designed by renowned architect I.M. Pei & Partners, the center has undergone significant expansion and renovation over the decades.

A $1.5 billion, 1.2 million-square-foot expansion, completed in 2021, brought the center's total event-related space to 3.3 million square feet. Key capacity highlights include:

Approximately 850,000 square feet of exhibit space, with 500,000 square feet of continuous floor
200,000 square feet of meeting room and prefunction space
A glass-enclosed pavilion and open-air terrace accommodating up to 1,500 guests
A one-acre rooftop farm producing fresh produce for on-site kitchens
A renovated food court and a touchless café (Fresh and Fast) on the North Concourse

The center has earned LEED Gold certification for its sustainability measures, including bird-friendly glass and the largest green roof in New York State. For NRF Big Show, the Expo spans multiple halls across three levels, with distinct zones for keynote sessions, exhibitor showcases, specialty pavilions, and food and networking areas. The venue is easily accessible by subway, bus, ferry, bike, and foot.

Parking

The Jacob K. Javits Convention Center does not have on-site parking. The closest off-site parking option is located at 511–519 West 37th Street, New York. Numerous additional parking lots and garages are available within walking distance of the convention center. Attendees are encouraged to reserve a spot in advance through apps such as SpotHero (spothero.com) or SpotAngels to guarantee availability during the busy show days. Nearby parking garage rates during major events can run up to $70 per day. Given the high demand and limited supply of parking in Midtown Manhattan during NRF Big Show, organizers and travel guides strongly recommend arriving by public transit or rideshare rather than driving.

Getting There

By Air: The New York metropolitan area is served by three major airports:

LaGuardia Airport (LGA): Approximately 8 miles from the Javits Center; taxi rides average around $40 with travel times of 25–40 minutes.
John F. Kennedy International Airport (JFK): Taxis charge a flat fare of $52 to Manhattan; travel time is typically 45 minutes to over an hour.
Newark Liberty International Airport (EWR): Car or taxi service runs 40–60 minutes depending on traffic.

By Subway: The Javits Center is directly across the street from the 34th Street – Hudson Yards subway station, served by the 7 train. This is the most convenient transit option from Midtown and the broader subway network.

By Bus: MTA bus routes serving the Javits Center include the M34, M42, M50, M12, and M11. The M42 operates 24 hours a day.

By Train: Penn Station (Amtrak, NJ Transit, LIRR) and Port Authority Bus Terminal are both within easy reach, connecting regional travelers directly to the Midtown West area.

By Rideshare: Uber and Lyft operate throughout Midtown Manhattan. NRF has historically negotiated Lyft discount codes for registered attendees; check the official event website for any available offers. The Javits Center is also accessible by ferry and bike via Hudson River Park.

Nearby Hotels

NRF organizes an official hotel block for attendees, managed through OnPeak, with discounted rates and complimentary shuttle service to the venue for participating hotels located farther from the Javits Center. Book through the official event website to access these benefits. A selection of nearby options includes:

Equinox Hotel New York — A luxury property just steps from the Javits Center in the heart of Hudson Yards; widely regarded as a premium choice for event attendees and business travelers.
Pendry Manhattan West — A 5-star hotel approximately a 5-minute walk from Javits, offering spacious rooms, floor-to-ceiling windows, upscale dining, and signature service; rates begin around $650/night.
Courtyard by Marriott – Hudson Yards / Midtown West — A well-regarded business hotel approximately a 7-minute walk from the convention center, with a fitness center, restaurant, and bar; rates start around $250/night.
Four Points by Sheraton Manhattan Midtown West — Located approximately two blocks from the Javits Center in Hudson Yards, with 148 rooms, a fitness center, and on-site dining; rates start around $200/night.
YOTEL New York — A budget-friendly, tech-forward hotel within approximately 2,000 feet of the Javits Center.
Hilton Garden Inn New York Times Square South — Located less than 0.6 miles from the Javits Center in the broader Midtown West area.
Additional hotels at a wide range of price points are available throughout the Times Square and Midtown West corridor, many of which participate in the NRF official hotel block.

Frequently Asked Questions

When and where does NRF 2027: Retail's Big Show take place?

NRF 2027: Retail's Big Show is scheduled for January 10–12, 2027, at the Jacob K. Javits Convention Center located at 445 11th Avenue in New York City. The event spans three full days of conference sessions, expo access, and networking programs.

Who should attend NRF Big Show?

The show is built for retail industry professionals across all disciplines — including executives, store operations leaders, digital transformation and IT teams, supply chain professionals, marketers, and merchandisers. Technology vendors, solution providers, and startups seeking to connect with retail decision-makers from more than 100 countries are also well served by exhibiting or sponsoring.

What pass types are available and how do I register?

NRF Big Show offers two primary pass types: a free Retail Expo Pass for qualified retailers (covering the full Expo floor and Exhibitor Big Ideas sessions) and a paid All-Access Pass that adds all Keynote and Featured Sessions, the AI Stage, the Opening Party, and one Retail's Big Concert ticket. Registration is completed online at nrfbigshow.nrf.com and requires a valid NRF account. For assistance, contact nrfbigshow@maritz.com or, for international inquiries, registration@nrf.com.

What can attendees expect on the Expo floor?

The NRF Expo features more than 1,000 exhibitors showcasing the latest retail technology, services, and solutions alongside 100+ sessions. Dedicated zones include the NRF Innovators Showcase (AI, AR, robotics), the Startup Hub, the AI Stage, and the Reverse Logistics Stage and Pavilion. Guided Expo Tours and expert-led Retail Store Tours throughout New York City are available as ticketed add-ons for retailers.

Why is NRF Big Show considered a must-attend event for the retail industry?

NRF Big Show is widely recognized as the retail industry's largest and most important annual event, drawing 45,000+ professionals and more than 1,000 exhibitors to NYC each January. The show offers unmatched access to top retail and technology leaders through keynotes and featured sessions, a comprehensive view of innovations across the Expo, and high-value networking with decision-makers representing 6,275+ brands from over 100 countries — all in three concentrated days.

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