In short
NRF Retail's Big Show brings retailers to see the technology that runs their stores and supply chains. Booths work best as a small store: a real shelf, a real checkout and a real customer journey, with software shown in action. Retail executives want proof it works at their scale. Start a custom booth about 6–9 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: New York, annual in New York, usually in January.
- The audience is mostly retail executives.
- A believable store setting.
- Short demos for executive tours.
- Plan a custom booth about 6–9 months before the show.
NRF Retail's Big Show for exhibitors
The expo covers point-of-sale, store operations, loyalty, payments, supply chain and AI. Retail leaders walk the show in groups and on tours, and vendors meet a lot of partners.
| NRF Retail's Big Show | |
|---|---|
| City | New York |
| Venue | Javits Center |
| Sector | Retail technology |
| Cycle | Annual in New York, usually in January |
| Main stand activity | Demonstrations |
| Custom stand lead time | 6–9 months |
Who you are designing for
Retail executives, store-operations and IT leaders, brand partners and investors.
What matters most on a NRF Retail's Big Show booth:
- A believable store setting.
- Short demos for executive tours.
- Named customer results.
- Private rooms for serious talks.
Layouts for demonstrations, by stand type
Most NRF Retail's Big Show exhibitors build around demonstrations. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | One demo point at the front edge with a screen behind it and a counter to one side; visitors watch from the aisle and step in. |
| Island | 4 | A hero product or small stage at the centre, demo pods on each face, and a closed core for storage and a meeting room. |
Stand ideas for NRF Retail's Big Show
- A working checkout with live analytics on a wall.
- Shelf cameras feeding a dashboard.
- A loyalty journey with real phones.
Planning, approvals and logistics
New York has its own labor and handling rules; read the service kit. Build-up in January can be affected by weather, so allow time for freight.
Allow about 6–9 months for a custom booth. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Where the budget goes at NRF Retail's Big Show
Retail props are cheap compared with AV and Manhattan labor. Keep the install simple, since time on site is expensive.
Mistakes we see at NRF Retail's Big Show
- A software screen with no retail context.
- A demo too long for a guided tour.
An example NRF Retail's Big Show brief
A 20×20 ft booth built as a small store, with a working checkout, shelf analytics on a wall screen and a closed room for executive meetings.
Replace the size and the zones with your own. The plot and height limit come from your contract and the exhibitor manual.
Try your NRF Retail's Big Show layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about demonstrations into an editable 3D booth for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01Where is NRF Retail's Big Show held?
At the Javits Center in New York. Check the organiser's site for dates.
02How long should an NRF demo be?
A few minutes. Executive tours move fast.
03How early should I start designing a NRF Retail's Big Show booth?
For a custom booth, about 6–9 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme booths can be planned in weeks.
04Can I reuse my NRF Retail's Big Show booth at other shows?
Often, if it is modular. Design the core (walls, counters, demonstrations area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
