The NRF Big Show, hosted annually by the National Retail Federation, has deep roots in New York City, tracing back more than a century. Since the Jacob K. Javits Center opened in the late ‘80s, the event has been closely tied to the venue—a reflection of the Big Apple’s status as a retail capital defined by “representation, ease of access and international investment in visiting,” said Susan Newman, NRF’s vice president of event strategy.
In keeping with tradition, the 2026 NRF Big Show will return to the 3.3 million square-foot Javits Center Jan. 11-13, 2026, with the theme “The Next Now.”
“It’s a play on words meaning what’s happening next is happening now, and that things are moving faster than ever,” Newman explained. “This also relates to how the next generation of consumers are here now and expect new things from retailers.”
Attendance is expected to hold steady at around 40,000, consistent with recent years. For comparison, the event drew barely 15,000 just four years ago—a testament to its growing relevance and reach.
More than 275 sponsors will also take part, with about half returning from the previous year, Newman noted.
The flagship New York event follows the debut of the NRF Big Show Europe, held in Paris Sept. 16-18, 2025, alongside Paris Retail Week. The European edition featured a 269,000-square-foot expo floor welcoming 12,500-plus attendees from 58 countries.
By contrast, the U.S. draws representation from over 100 countries across a sprawling 325,000-square-foot expo floor. Around 1,000 exhibitors are featured there, “ranging in size from major tech companies like IBM, SAP and Toshiba to smaller startups looking for funding or partnership opportunities,” Newman said.
True to The Big Show’s forward-looking theme, the spiciest trends in food-prep technology and consumer-facing dining will be on display at the Foodservice Innovation Zone, returning for its second year. The dedicated area will host 50-plus food tech exhibitors, an exclusive stage for niche sessions and a series of immersive activations focused on autonomous food-service tech.
Also back for year two, the NRF Innovators Showcase will highlight 50 companies selected by the NRF Innovation Advisory Committee, spotlighting solutions across AI, AE, machine learning, facial recognition and more.
The Startup Hub—a longstanding favorite—will once again serve as a launchpad for emerging brands to connect with potential investors and strategic partners.
Together, these three areas offer “a glimpse into the future of the industry,” Newman said.
New for 2026 is the AI Stage which, perhaps unsurprisingly, will answer the question: “How is AI defining The Next Now?”
Attendees with All-Access Passes (ranging from $500 for educators to as much as $3,700 for non-retail, non-member attendees) will receive an enhanced experience this year, including new “Meet the Speaker” sessions. These will be intimate Q&As “offering attendees a behind-the-scenes look at what didn’t make it into the session,” Newman said.
As for programming highlights, Newman likened picking favorites to “choosing my favorite child!” Still, she pointed to a fireside chat where NRF Board Chair and BJ’s Wholesale Club Chairman and CEO Bob Eddy will interview Dick’s Sporting Goods Executive Chairman Ed Stack as a personal must-see.
“I am also excited to hear Gary Vaynerchuk’s take on how retailers can keep up with today’s pace of change across the ever-fragmenting media landscape,” she said, as well as a session with Gymshark founder and CEO Ben Francis and Good American co-founder and CEO Emma Grede on scaling modern brands.
Other confirmed speakers include executives from Abercrombie & Fitch, Crocs, Taco Bell, Tarte Cosmetics and Walmart, spread across five “Featured” stages, five “Exhibitor Big Idea” stages and the aforementioned specialized foodservice stage.
The lineup will even include a surprise actor-turned-entrepreneur guest and several brand product announcements, though Newman remained tight-lipped. “Stay tuned!” she teased.
On day two, Joe Jonas will headline Retail’s Big Concert at the Manhattan Center in Times Square—free for all Big Show passholders.
Until then, Newman offered a simple piece of advice for first-timers: plan ahead. “Dive into the event website to plan your experience. Schedule meetings, choose which technology you want to see, read about the exhibitors and select your sessions,” she said. NRF will also be rolling out targeted campaigns clarifying the benefits of different pass types and the value for various attendee segments in the coming months.
And, she added: “Oh, and wear comfortable shoes!”
Editor’s note: Vendelux is a partner of NRF’s and will be exhibiting at the 2026 Big Show.
