[10] Today, Retail's Big Show continues to be an annual event held over four days beginning in the second week of January, at the Jacob K. Javits Convention Center in New York City.

The EXPO features special sessions produced by the NRF covering a wide range of topics such as sustainability, visual merchandising and the global economy.

[12] The Innovation Lab, added to the show for the first time in 2018, showcases technologies of the future and how they are transforming the way retailers market, connect and serve their customers in immersive and interactive demonstrations.

Robotics, personalization, augmented reality, faster checkout systems, spatial recognition and other technologies are on display that are either already in commercial use or at the start-up stage.

[8][16] This included sessions discussing how to stay on top of online inventory and shopping behavior, how to engage with new-to-online shoppers,[17] and many success stories and case studies.