Notes from NRF 2025: Redefining retail through social commerce

NRF 2025, the National Retail Federation’s annual trade show, brought into sharp focus how brands are responding to a retail landscape driven by digital evolution, shifting consumer behaviour and the growing influence of Gen Z and Gen Alpha.

The event showcased cutting-edge strategies blending technology, storytelling and personalisation to engage the next generation of shoppers.

Here are some key insights into emerging trends, evolving approaches and the challenges retailers face as they adapt to the possibilities of social commerce.

Influencing Z’Alphas: Redefining retail for tomorrow

Engaging with the combined Gen Z and Gen Alpha demographic – dubbed “Z’Alphas” – is a priority for brands seeking long-term relevance. This group values authenticity, inclusivity and immersive experiences that are cohesive and relatable, whether they’re digital or physical. Brands that seamlessly blend these worlds are more likely to capture this demographic’s attention.

Claire’s Colab campaign: Claire’s is aligning physical experiences with digital expectations. Its “Colab” campaign features happy, creative and relatable influencers to connect with younger consumers, demonstrating the power of authenticity in building influence.

Immersive retail on Roblox: Retailers are investing in platforms like Roblox to tap into the younger generation’s love for immersive shopping. Digital avatars are reshaping the “dress to immerse” trend, in which styling oneself virtually has as much cultural significance as physical appearance.

Sephora’s tech-driven personalisation: Sephora continues to embrace technology with tools like its Shade Matcher and a commitment to clean, planet-friendly products. TikTok plays a pivotal role in keeping the brand culturally relevant, with its L.A. studio allowing for real-time content creation that reflects trending conversations.

The evolution of social commerce

Social commerce is a defining trend in 2025, showcasing how brands are blending influencer partnerships, omnichannel strategies, and platform-specific content to drive engagement and conversions. TikTok continues to dominate the social commerce conversation. Brands like Rare Beauty excel on the platform through the use of storytelling and creator partnerships, crafting authentic demonstrations that engage audiences through thoughtful execution, driving discovery and connection.

The interplay between social commerce, loyalty and community is a key focus area. Today’s shoppers are more experimental, often using multiple products while maintaining a core sense of brand loyalty over time.

Gen Z loyalty

This generation craves meaningful, authentic interactions but is selective about loyalty. Brands need to move beyond traditional loyalty models to connect emotionally with this audience.

Rare Beauty sets a gold standard with initiatives like Rare Chats (mental health-focused Zoom calls) and its TYB (Thank You Beauty) program, engaging 25,000 members. Its approach emphasises trust, humour and relatability while addressing larger issues like loneliness, making the brand resonate deeply with its audience.

Social commerce tactics and trends

Brands are using varied online strategies to for improved shoppability, including tagging products and tailoring their shopping strategy to the platform. The threat of a TikTok ban in the U.S. has spurred brands to prepare contingency plans.

In regions like Brazil, where TikTok Shop has yet to gain traction, building consumer trust remains a slow but necessary process. Havaianas, a flip-flop and sandal maker, focuses on fostering trust through influencer partnerships tailored for different markets. H&M adapts influencer strategies for different customer subsectors and locales. Both brands emphasize clear objectives for each platform, creating cohesive experiences that resonate with younger audiences.

Summing up

Loyalty today is built on shared values, trust and a sense of belonging, not just products. But social commerce alone isn’t enough. Brands must integrate their approach across all channels, making use of advanced technologies like artificial intelligence and immersive platforms with human-centered storytelling to create meaningful, personalised experiences. Engaging younger consumers requires relatability, authenticity and a willingness to adapt to their changing expectations.

NRF 2025 made one thing clear: The future of retail lies in blending technology, personalization and purpose. Brands who humanise their missions, prioritise consumer trust and deliver cohesive experiences across physical and digital realms will lead the next era of retail innovation.