Registration Information

Step into the Next Now.

January 11-13, 2026 | Jacob K. Javits Convention Center, NYC

Before you can register, you must log in to your NRF account. If you don’t have an account, you will be prompted to create one before continuing to event registration.

Ready to register?
You can register now for your All-Access Pass or check out the other options below.

Helpful Links

Registration assistance

Rules & regulations

Registration eligibility

Exhibitor Resource Center

Individual All-Access Pass

Retail Members
Advance rate by 11/19/2025: $1,200

All rates are per person.
Check your company’s qualifications.

Last chance to save by 1/7/2026: $1,300
Standard rate starts 1/8/2026: $1,400

Retail Non-Members
Advance rate by 11/19/2025: $2,200

Last chance to save by 1/7/2026: $2,300
Standard rate starts 1/8/2026: $2,400

Non-Retail Members
$2,500

All rates are per person.
Limited to 5 total individuals per company regardless of pass type.
Check your company’s qualifications.

Non-Retail Non-Members
$3,700

All rates are per person.
Limited to 2 total individuals per company regardless of pass type.
Check your company’s qualifications.
Learn about becoming an NRF member.

Educators
Member: $500; Non-Member: $1,000

All rates are per person.
To register as an educator, your primary occupation must be instructing students in a public or private college or university, junior or community college, or career/vocational school.
All educator registrations are subject to verification.
Learn about the benefits of becoming an NRF University Member.

Venture capitalists, holding firms and private investment firms

This category of attendees receives retail member and retail non-member rates, depending on your company’s member status.

This 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).

All NRF Rev programs (sessions, roundtables and Expo) are included with your pass, excluding exhibitor and student registrations. NRF Rev will be held on January 11–12 at the Sheraton Times Square.

Expo Pass

Retail Expo Pass
Retail Expo Pass by 12/30/2025: FREE

All rates are per person.
The Retail Expo Pass is open to members and non-members.
Check your company’s qualifications.

Retail Expo Pass starting 12/31/2025: $100

Non-Retail Members
Expo Pass by 12/30/2025: $2,000

All rates are per person.
Limited to 5 total individuals per company regardless of pass type.
Check your company’s qualifications.

Retail Expo Pass starting 12/31/2025: $2,100

Non-Retail Non-Members
Expo Pass by 12/30/2025: $3,200

All rates are per person.
Limited to 2 total individuals per company regardless of pass type.
Check your company’s qualifications.
Learn about becoming an NRF member.

Retail Expo Pass starting 12/31/2025: $3,500

The 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.

Access to the NRF Rev Expo is included with your pass, excluding exhibitor and student registrations. NRF Rev will be held on January 11–12 at the Sheraton Times Square.

Retail Team All-Access Pass

Retail Member Teams
Retail Team: $900 per person
Retail Super Team: $750 per person

All rates are per person.
Retail Team rate is available when purchasing 5-14 All-Access Passes from the same company, at the same time.
Retail Super Team rate is available when purchasing 15 or more All-Access Passes from the same company, at the same time.
Check your company’s qualifications.

Retail Non-Member Teams
Retail Team: $1,500 per person
Retail Super Team: $1,250 per person

All rates are per person.
Retail Team rate is available when purchasing 5-14 All-Access Passes from the same company, at the same time.
Retail Super Team rate is available when purchasing 15 or more All-Access Passes from the same company, at the same time.
Check your company’s qualifications.
Learn about becoming an NRF member.

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).

All NRF Rev programs (sessions, roundtables and Expo) are included with your pass, excluding exhibitor and student registrations. NRF Rev will be held on January 11–12 at the Sheraton Times Square.

International Retail Team All-Access Pass

International Retail Teams
$1,100 per person

All rates are per person.
Teams must be a minimum size of 10 retailers.
For questions about company qualifications or registration assistance, please contact registration@nrf.com.

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). For more information about international retail teams registration, visit the international teams registration quick guide.

All NRF Rev programs (sessions, roundtables and Expo) are included with your pass, excluding exhibitor and student registrations. NRF Rev will be held on January 11–12 at the Sheraton Times Square.

Special Add-On Programs

Add-ons can be selected during Retail's Big Show registration process. Additional fees may apply, and options vary by registration type. Please see below for more information on each add-on program.

Retail's Big Concert
Available to all Big Show attendees: FREE

All-Access Pass holders have priority access until November 30, 2025.
Expo Pass holders will be able to add this program starting December 1, 2025.
One (1) Retail’s Big Concert ticket can be reserved with any registration (limited availability).
Must be 21 years or older to attend.
Learn more about Retail's Big Concert.

VIP Awards
Available to all Big Show participants: $595

Friday, January 9, 2026, from 6pm – 10pm at Gotham Hall (offsite)
Event details and tickets can be found at www.vendorsinpartnership.com.

What’s in Store for Retail Media Networks
brought to you by NRF and STRATACACHE
Retailer: $445
Non-Retailer: $1,495

This program is brought to you by NRF and STRATACACHE and takes place offsite at Chelsea Piers on January 10, 2026 (offsite).
This full-day event focuses entirely on what’s widely considered the most important channel in the the retail media network (RMN) ecosystem – the physical store.
Non-retailers can purchase a TICKET ONLY option that does not include access to Retail’s Big Show.
Learn more and register at stratacache.com/en/nrf-2026-retail-media-networks.

Expo Tours
All-Access Retailers: $75 per tour
Expo-Only Retailers: $150 per tour

Join a topic-specific Expo Tour to meet with leading companies delivering innovative retail solutions.
Each curated, two-hour tour is a guided walking journey through the NRF 2025 Expo.
Retailer All-Access Pass holders receive 50% off Expo Tour tickets.
Expo Tours are open to retailers only.
Learn more about Expo Tours.

Retail Store Tours
Individual rate: $180 per tour

These tours are expert-led, highly curated, time efficient guided walking tours of cutting-edge stores in New York City.
Retail Store Tours are open to retailers only.
Learn more about Retail Store Tours.

Translation services
Advance purchase by 1/7/2026: $95
Onsite purchase starting 1/8/2026: $125

Audio translation will be available for purchase during the main registration process.
Once purchased, the translation services will appear as an option directly in the NRF Events app menu.
Attendees are responsible for providing their own headphones.
Languages offered:
- Portuguese, Spanish, French and Japanese confirmed
- A 5th language may be added based on attendee geographic information

Press and Analyst Pass

Press Pass
Approved/verified press: FREE

All rates are per person.
To register as press, you must be a working member of the news media (editorial).
All press registrations are subject to verification.
Please review NRF’s press pass requirements by visiting Press and Analyst Information before beginning your application.
For questions about press registration, please contact eventpress@nrf.com.

Analyst Pass
Approved/Verified analyst: $500

All rates are per person.
Analysts must cover the retail industry (within the past 12 months) and are limited to a maximum of 5 registrations per organization.
All analyst registrations are subject to approval.
Please review NRF’s press pass requirements by visiting Press and Analyst Information before beginning your application.
For questions about analyst registration, please contact eventpress@nrf.com.

QUICK LINKS

Attend

Schedule

Expo

Networking

Step into the Next Now.

Individual All-Access Pass

Retail Members

Retail Non-Members

Non-Retail Members

Non-Retail Non-Members

Educators

Venture capitalists, holding firms and private investment firms

Expo Pass

Retail Expo Pass

Non-Retail Members

Non-Retail Non-Members

Retail Team All-Access Pass

Retail Member Teams

Retail Non-Member Teams

International Retail Team All-Access Pass

International Retail Teams

Special Add-On Programs

Retail's Big Concert

VIP Awards

What’s in Store for Retail Media Networks
brought to you by NRF and STRATACACHE

Expo Tours

Retail Store Tours

Translation services

Press and Analyst Pass

Press Pass

Analyst Pass

Exhibitor Pass

Student Pass via NRF Foundation Student Program