Show guide
NRF 2027: Retail's Big Show Tips for Exhibitors and Attendees
Jan. 10-12, 2027, at the Javits Center in New York City.
NRF 2027: Retail's Big Show runs Sunday through Tuesday, Jan. 10-12, 2027, at the Jacob K. Javits Convention Center in New York City. The National Retail Federation runs it for retailers and the companies that sell to them. The expo is open 9 a.m. to 5 p.m. on Sunday and Monday, closing at 4 p.m. Tuesday.
Show guide
Quick facts
The show has not named it on a public page yet. Check the exhibitor service manual when it posts.
Facts checked Oct. 17, 2026.
NRF 2027 at a glance
NRF says the show brings "more than 41,000 retail industry professionals" to the Javits every year and features "1,000+ industry partners" (NRF overview). Those are NRF's own figures, and NRF doesn't attach a year to them on that page.
Who attends NRF (and who exhibits)
NRF sorts every registrant into a retail or non-retail badge, and that decision drives what you pay. To qualify for a retail badge, you have to register with a company email address that matches your name and company domain and provide an active, operational e-commerce website. Retailers also need to be currently operating with at least $5 million a year in sales (NRF eligibility). Solution providers, consultants, payment and app providers, and most other vendors get non-retail badges. If your account gets redirected to the eligibility page, NRF says it will email you within two business days with your status.
For vendors, the cap matters as much as the price. NRF limits non-retail members to five total individuals per company, and non-retail non-members to two, "regardless of pass type" (NRF registration). Exhibitors register their booth staff separately through the Exhibitor Resource Center. NRF's public registration pages don't say whether exhibitor badges count toward that cap, so confirm it with NRF before you plan who goes.
NRF's Big Show site says exhibitors and sponsors get access to retail decision-makers from more than 100 countries.
Michael's Tip
NRF's floor is built around retailers, so have your booth staff ask what the visitor sells, and where, before they talk about your product. Then explain what you do for a retailer like them in plain terms. I'd also ask before scanning a badge, since the scan shares that person's contact information with you.
Exhibitor tips for NRF 2027
Where the exhibitor information lives
NRF points exhibitors to its Exhibitor Resource Center, linked from the Expo page and the registration page. That's where you'll register booth staff and find the manual. Move-in and move-out times, the general contractor, the service-order deadlines and badge allotments aren't on the public site, so I'm listing them as TBA. Check the Exhibitor Resource Center for the dates.
Michael's Tip
With move-in right after the holidays, I'd look for the service-order deadlines and freight delivery dates first, since some may fall in December, when a lot of people are out. Order early, and book your freight delivery through the Javits Center Logistics platform as soon as the dates are posted. Then check your badge allotment and ask NRF whether exhibitor badges count toward the per-company cap.
Filling your booth before the show
Retailers can get an Expo Pass free through Dec. 30, 2026, and $100 after that (NRF registration). That makes for a simple, honest invitation, something like "Register by Dec. 30 and the expo is free." Send it early enough that it doesn't get buried in holiday email. My pre-show email templates can help with the wording, and trade show marketing has more ideas.
The Expo Pass includes the Expo during regular hours, Exhibitor Big Ideas sessions, the NRF Innovators Showcase, the Startup Hub and the Opening Party. Exhibitor Big Ideas sessions are worth knowing about if you want to present.
Michael's Tip
Get the first invite out before Thanksgiving, with the "Register by Dec. 30 and the expo is free" line for your retail customers. I'd send the second in early December with your booth number and expo level, plus an easy way to book a time. That way both reach people before Dec. 30, when the free Retail Expo Pass goes to $100.
Rules that catch people out
NRF's rules and regulations are short, and a few are worth sharing with your team:
- Soliciting outside your booth space (suitcasing) is prohibited unless NRF approves it in writing. Flyers and postings outside approved spaces need NRF's approval too.
- Photographing, videotaping or transmitting any part of the event is prohibited without NRF's written approval. If your team plans to film the booth for social media, ask first.
- Badges can't be exchanged, traded or sold, and you can't stick another label or logo over or behind the NRF badge.
- When an attendee agrees to a badge scan, their contact information is shared with that exhibitor.
- Business casual or traditional attire is recommended.
Labor at the Javits
New York isn't a right-to-work state, and the Javits publishes its own rules on what exhibitors can do themselves, hand-carrying and EACs. I cover what I could verify in my New York convention center guide, including the truck entrance on 12th Avenue and the requirement to book freight deliveries through the Javits Center Logistics platform. Your NRF manual is the final word for this show.
Attendee tips for NRF 2027
Pick the right pass
If you're a qualified retailer and you mainly want the Expo, the free Retail Expo Pass (through Dec. 30) is the obvious choice. The All-Access Pass adds keynotes, featured sessions, AI Stage sessions, Ask the Speaker and more. Retail members pay $1,200 by Nov. 19, $1,300 by Jan. 7 and $1,400 from Jan. 8, and retail teams buying five or more All-Access Passes at once get lower per-person rates (NRF registration).
Hang on to that badge, too. If you lose a free Expo Pass badge, NRF charges $500 to replace it. Replacing a paid badge costs what the badge cost (NRF rules).
Plan around the agenda
The Expo fills Levels 1 and 3, and keynotes are in Javits North on Level 5 (NRF agenda). Since the building runs from 34th to 39th Street, check where your sessions are before you walk in. Add-on programs at Lavan Midtown (641 W. 42nd St.) include Commerce Media Saturday (Jan. 9), Supply Chain Sunday and AI Monday (AiR Summit & Soiree). AI Monday is free for retailers and brands with separate registration, admitted first come, first served until the venue reaches capacity. Students can attend NRF NXT (Jan. 7-10, 2027) and redeem a student pass to the Big Show.
Michael's Tip
I'd mark the booths you came for on the floor plan before you arrive and split them by level, so you finish Level 1 before you head to Level 3 instead of going up and down all day. Hit the must-sees on Sunday or Monday, when the expo is open until 5, and save Tuesday's shorter day for second looks. If you have a keynote in Javits North on Level 5, plan your expo time around it.
Cancellations and substitutions
Cancel in writing to nrfbigshow@maritz.com by Dec. 10, 2026 (11:59 p.m. ET) for a full refund. After that, there are no refunds, and not showing up doesn't count as cancelling. You can substitute someone from the same company who meets the registration rules, in advance by email or onsite if the original badge hasn't been printed (NRF rules).
Travel, hotels and getting around
Hotels
NRF recommends booking only through onPeak, its official housing provider. NRF's contracted best-rate guarantees run until Dec. 15, 2026, and there's complimentary shuttle service between the Javits and the official hotels that aren't within walking distance. You can reach onPeak at (800) 221-3531 or (312) 527-7300, 8 a.m. to 4:30 p.m. Central, Monday through Friday (NRF hotels). Anyone else calling with "NRF rooms" isn't the official housing provider.
Flights
NRF lists a United discount for travel between Jan. 3 and 16, 2027, with code ZSNU827235 (NRF hotels).
Getting to the Javits
The 7 train to 34th St-Hudson Yards is about a block away, and my New York convention center guide covers buses, taxis and which entrance to use for Javits North.
NRF 2027 FAQs
When and where is NRF 2027?
NRF 2027: Retail's Big Show runs Jan. 10-12, 2027, at the Jacob K. Javits Convention Center in New York City.
Is the NRF Expo Pass free?
For qualified retailers, yes, through Dec. 30, 2026. From Dec. 31 it costs $100.
Who qualifies as a retailer at NRF?
NRF requires a company email address matching your name and company domain and an active e-commerce website. Retailers also need at least $5 million a year in sales.
What are the NRF 2027 expo hours?
Sunday and Monday from 9 a.m. to 5 p.m., and Tuesday from 9 a.m. to 4 p.m.
How much is NRF 2027 for vendors?
A non-retail Expo Pass is $2,000 for NRF members or $3,200 for non-members at the early rate. The non-retail All-Access Pass is $2,600 or $3,800. NRF caps non-retail registrations at five people per company for members and two for non-members.
Can I cancel my NRF 2027 registration?
Yes. Email nrfbigshow@maritz.com by Dec. 10, 2026 (11:59 p.m. ET) for a full refund. There are no refunds after that.
Can I take photos or video at NRF?
Not without NRF's written approval. Its rules prohibit photographing, videotaping or transmitting any part of the event without it.
Where should I book a hotel for NRF 2027?
Through onPeak, NRF's official housing provider. NRF's contracted rates are guaranteed until Dec. 15, 2026.
Related guides
- Our New York convention center guide
- 2027 trade show pages
- Pre-show email templates
- How to choose which trade shows to exhibit at
- Trade show marketing
- Lead follow-up
- Ask Michael: got an NRF question I didn't answer? Send it over.
Written by Michael Flavin. Facts checked against the official NRF Big Show site on Oct. 8, 2026.
Sources
All checked Oct. 8, 2026.
- NRF Big Show home: https://nrfbigshow.nrf.com/
- NRF, Agenda: https://nrfbigshow.nrf.com/agenda
- NRF, Rules and Regulations: https://nrfbigshow.nrf.com/register/rules-and-regulations
- NRF, Registration Eligibility: https://nrfbigshow.nrf.com/register/registration-eligibility
- NRF, Register for NRF 2027 (pass prices and per-company limits): https://nrfbigshow.nrf.com/register
- NRF, Pass Types: https://nrfbigshow.nrf.com/register/pass-types
- NRF, Registration Assistance: https://nrfbigshow.nrf.com/register/registration-assistance
- NRF, Hotel & Travel: https://nrfbigshow.nrf.com/attend/hotels
- NRF, Retail's Big Show Overview: https://nrfbigshow.nrf.com/attend/retails-big-show-overview
- NRF, Expo: https://nrfbigshow.nrf.com/expo/
Get in touch
Got an NRF question I didn't answer?
Send it over.