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NRF: Location, Dates, What to Expect & What’s Happening

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With an annual retail industry show set on the national stage (NRF stands for National Retail Federation, after all), it’s no wonder the 2024 NRF Conference & Expo is considered by many to be the top retail event of the year. On average, more than 6,200 brands from around the world flock to New York City for Retail’s Big Show.

NRF 2024 promises to deliver valuable opportunities to network with colleagues, explore innovative solutions, and learn about cutting-edge retail strategies and emerging industry trends. 

Read on to learn more about NRF 2024 and its host city.

NRF 2024 New York: What’s Happening

Day 1: Sunday, January 14

A cold day got off to a hot start with three keynote sessions from big names in the business.  

  • NRF chairman and Walmart president and CEO John Furmer gave an opening address on the state of retail and why brands should understand that their decisions matter more than ever. 
  • NRF president and CEO Matthew Shay and Levi Strauss president Michelle Gass spoke about Gass’s strategic direction for the 170-year-old company, fusing modern approaches with the legacy presence of an iconic American brand. 
  • The perennial hot topic made an early entrance at NRF as CNBC “Closing Bell” co-anchor Sara Eisen and FedEx president and CEO Raj Subramaniam took on the supply chain, discussing how the company’s enormous presence creates a unique opportunity to leverage data-driven insights to solve emerging and persistent industry challenges.  

From the floor

“It is all, not so surprisingly, about customer experience. AI, specifically the positive impact it can have on customer experience is a big topic of conversation. Omnichannel technology for e-commerce brands and the benefit of that, leaning into transparency across everyone involved in the purchasing process in person and online. User generated content and making the most of content already available to you to drive better customer experience.”

NRF 2024
The Javits Center on opening day of NRF 2024
NRF 2024
Getting creative (and caffeinated) with brand awareness


Day 2: Monday, January 15

Monday kicked off strong with keynote sessions that leaned into the lessons of sports.

  • John Furmer returned to the stage to speak with NBA legend turned business mogul Earvin “Magic” Johnson. The two discussed Johnson’s journey from the court to the boardroom, and how Magic has leveraged his experience as an athlete into successful brand partnerships and co-ownership of teams across four different professional sports leagues.
  • Matthew Shay was also back in the spotlight at SAP Theater, this time in conversation with DICK’S Sporting Goods executive chairman Edward W. Stack. They discussed the brand’s unique position at the intersection of sports and retail, and what Stack has learned across several decades leading the business.
NRF 2024
PAN client Algolia building connections
NRF 2024
PAN director Brittany Eager and chief of integrated marketing & strategy Megan Kessler
NRF 2024
Catching up with PAN client Phononic

When Is NRF? 2024 Dates for Retail’s Big Show

The dates for this year’s NRF Conference & Expo are January 14-16, 2024, with the NRF Opening Party kicking off January 13, 2024. 

In addition to the aforementioned dates for the Conference & Expo, the following related event dates are also of interest to NRF 2024 attendees, exhibitors, and sponsors:

  • NRF Retail Week is January 12-18, 2024.
  • Expo Tours are scheduled January 14-16, 2024.
  • Retail Store Tours are scheduled January 12-17, 2024.
  • Exclusive Meet-Up for Expo Tour and Retail Store Tour participants is January 15, 2024.
  • Retail Media Networks is January 13, 2024.
  • NRF Supply Chain 360 Summit is January 14, 2024.
  • Sustainable Retail Workshop is January 16, 2024.

The dates of networking programs that are invite-only and/or open to attendees with an All-Access Pass, such as Curated VC and Startup Meetings or Donut Dunks, are not reflected above. Please refer to for additional and official details.

NRF 2024 Location

The location of NRF 2024 is New York, NY. More specifically, the NRF trade show is taking place at the Jacob K. Javits Convention Center, officially located at 429 11th Avenue, New York, NY 10001.

About the Jacob K. Javits Convention Center

Operated by the New York Convention Center Operating Corporation (NYCCOC), a public benefit corporation, the Javits Center offers 850,000 square feet of flexible exhibition space, industry-leading services, and top-of-the-line amenities — all under a giant green roof and one-acre rooftop farm — in a six-block facility found along the scenic Hudson River in the resurgent new West Side neighborhood.

NRF 2024 New York: What to Expect

As one of the top travel destinations in the United States, New York City garners more than 65 million visitors annually. Boasting mouth-watering culinary adventures, premier shopping, bustling nightlife, awe-inspiring attractions, exhilarating sporting events, and more, the NFR 2024 host city has much to offer.

About New York City

Located in the Eastern Time Zone — just 97 miles northeast of Philadelphia, PA; 216 miles southwest of Boston, MA; and 228 miles northeast of Washington, DC, the city of New York has a humid subtropical climate with cold and snowy winters. Per AccuWeather data, visitors to NRF 2024 in New York City can expect outdoor daily highs of 38-55 degrees Fahrenheit and nightly lows of 28-38 degrees Fahrenheit in mid-January.

Checkout the following areal tourism resources for helpful tips and advice about exploring and getting around the city:

About the NRF Convention for 2024

According to the latest from the NRF, the 2024 event crew has been hard at work developing an outstanding education and networking program — including everything from traditional lecture-style sessions to interactive workshops. Check out the agenda, and give the following video a watch for a taste of what to expect from the convention.

NRF Show App

Does Retail’s Big Show have an app? Of course it does!

The NRF 2024 App is an essential resource for attendees, exhibitors, and sponsors. It’s where you can connect and schedule meetings, create a custom schedule, view speaker and session information, and get easy directions to anywhere in the building as the 2024 NRF Conference & Expo unfolds.

The app is available in both desktop and mobile versions. You can find it in the Apple App Store and Google Play Store. A bonus: U.S. retailers can use the app onsite to play the Grand Prize Giveaway for a chance to win $5,000!

Need additional help getting around the Expo? Check out the 2024 floor plan for a bird’s eye view, and don’t forget to visit areas such as the Innovation Lab, Startup Hub, and Foodservice Innovation Zone for a more tailored experience.

NRF 2024: How to Connect with PAN

Retail’s Big Show is where big ideas are born. Join us in moving those ideas into strategic action by connecting with our integrated marketing and PR experts as well as our client partners in attendance at the event. The time to seize the opportunities afforded by the retail revolution is now.

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