NRF Retail's Big Show 2027Exhibitor guide: booth costs, dates and deadlines in New York

NRF 2027: Retail's Big Show runs Sunday, January 10 to Tuesday, January 12, 2027 in New York City. The Expo is open all three days, from 9 a.m. each morning, closing at 5 p.m. on January 10 and 11 and at 4 p.m. on the final day, so plan for a shorter last afternoon.

At the Jacob K. Javits Convention Center on 11th Avenue in Manhattan, where NRF 2026 also ran, January 11 to 13, 2026. The subway stop at Hudson Yards, on the 7 line, sits one block away, while Penn Station and Moynihan Train Hall are about a fifteen-minute walk.

More than 41,000 retail industry professionals come to the Javits each year, by NRF's own figure, with decision-makers from more than 100 countries. Retailers can walk the Expo free on a Retail Expo Pass booked by December 30, 2026.

NRF quotes general Expo space through its sales team. Its published 2027 packages are a $7,000 member or $8,000 non-member Startup Hub 10×10 and Innovators Showcase 10×10s at $8,000 to $12,000. For the build, a 20×20 custom island from us runs $50,000 to $120,000; Javits labor and drayage add the most.

Retail technology and service companies: payments, POS, store operations, supply chain, retail media, data and AI providers. NRF's own badge rules group vendors that sell logistics, POS, data and loss prevention to retailers as non-retail attendees, and those firms reach buyers by exhibiting.

Non-retail companies can buy an Expo Pass, $2,000 or $3,200 by December 30, 2026 depending on qualification and capped at five or two people per company. NRF's rules say non-exhibitors cannot solicit sales or leads on the floor, so selling requires a booth or sponsorship.

An area of the Expo for companies founded in 2021 or later. The 2027 package is a 10×10 booth with ID sign, an online and app listing, one full conference badge and six booth staff badges for $7,000 for NRF members or $8,000 for non-members, with turnkey upgrades and curated VC meetings.

NRF invites about 50 retail tech companies a year to give live, hands-on demos of technology that is running in a retail setting or paid pilot and was introduced within three years. 2027 turnkey booths run $8,000 for startups, $10,000 for members and $12,000 for non-members per 10×10.

Only small displays qualify: under the Javits rules other shows publish, 250 square feet or less, set up by your full-time employees without tools or ladders. Larger NRF booths are union carpenter builds, with Teamsters on freight and electricians on power, which we supervise as your exhibitor-appointed contractor.

Our planning estimate for Javits material handling is about $195 per hundredweight for the 2026–2027 season, every shipment billed at 200 pounds or more, with steep surcharges when freight arrives late or uncrated. NRF's 2027 kit sets the actual tariff; we keep booths light and crated to stay under budget.

NRF prohibits photographing, videotaping or transmitting any part of the event without its written approval, and attendees must be 18 or older. If you want launch video from your booth, we build the request into the schedule and design a backdrop worth filming.

Registration cancellations requested in writing on or before December 10, 2026 get a full refund; after 11:59 p.m. ET that day there are no refunds. Substitutions from the same company are allowed in advance or onsite before the badge prints.

If you sell technology or services to retailers, it is the largest single gathering of them, with more than 41,000 retail professionals a year. The return comes from demos that work in a store context and meetings set before January, because walk-up traffic on the Javits floor is broad but busy.