NRF Opens Nominations for 2026 America's Retail Champions

Small businesses recognized for supporting customers, serving communities, and advocating for retail industry

Published on Feb. 25, 2026

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The National Retail Federation (NRF) has announced that nominations are now open for the 2026 America's Retail Champions program, sponsored by Affirm. This program recognizes small retailers for their exemplary efforts in supporting customers, serving local communities, and making their voices heard on important retail industry issues.

Why it matters

Small businesses are the backbone of communities across the United States, embodying the American entrepreneurial spirit. By celebrating these outstanding small business owners, the America's Retail Champions program showcases retail's vital role in driving job growth, fostering innovation, and strengthening local economies.

The details

Small businesses are nominated by state retail association executives, industry peers, and representatives from national retail brands. From the group of 50 honorees, five finalists will be selected, with one ultimately being named the 2026 America's Retail Champion during NRF's Retail Advocates Summit in Washington, D.C. on July 14-15.

  • Nominations for the 2026 America's Retail Champions program are now open.
  • The Retail Advocates Summit, where the 2026 America's Retail Champion will be announced, will take place on July 14-15, 2026 in Washington, D.C.

The players

National Retail Federation (NRF)

The National Retail Federation is the world's largest retail trade association, representing retailers of all sizes and sectors from the United States and more than 45 countries.

Affirm

Affirm is a financial technology company that provides consumers with transparent and flexible payment options, including buy now, pay later services.

David French

The Executive Vice President of Government Relations at the National Retail Federation.

Fabiola Cazares

The Senior Manager of Public Affairs and Social Impact at Affirm.

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What they’re saying

“Small businesses are at the heart of every Main Street across the United States and are the ultimate embodiment of the American dream.”

— David French, Executive Vice President of Government Relations, National Retail Federation (massmarketretailers.com)

“We are proud to partner with NRF to recognize small businesses that power their communities. Small businesses are core to Affirm's network, and we're honored to celebrate retailers who are driving sustainable growth, while creating lasting impact for the customers and communities they serve.”

— Fabiola Cazares, Senior Manager of Public Affairs and Social Impact, Affirm (massmarketretailers.com)

What’s next

The 2026 America's Retail Champion will be announced during the Retail Advocates Summit on July 14-15, 2026 in Washington, D.C.

The takeaway

The America's Retail Champions program celebrates the vital role that small businesses play in driving economic growth, fostering innovation, and strengthening local communities across the United States. By recognizing these outstanding small retailers, the program showcases the entrepreneurial spirit and community-focused values that are at the heart of the retail industry.