NRF: Retail Sales Rose ‘Moderately’ in August
August was supported by low unemployment rates and steady wage gains.
Sep 29, 2026 | 2 min read
Retail sales rose modestly in August, marking the 11th consecutive month of gains, according to the CNBC/NRF Retail Monitor from the National Retail Federation (NRF).
NRF reported that total retail sales, excluding automobile dealers and gasoline stations, were up 0.22% seasonally adjusted month over month; and up 3.87% seasonally adjusted year over year in August. Sales increased 0.32% month over month and 5.15% year over year in July.
"Retail sales climbed steadily once again in August," NRF President and CEO Matthew Shay said. "Supported by low unemployment and steady wage gains, households remained budget-conscious but took full advantage of back-to-school promotions to stretch their dollars. Retailers stayed committed to affordability, keeping everyday products accessible for American families."
The uptick in spending in August happened even as consumer confidence took another hit in July, according to the Associated Press.
“Much of the strength in retail last month reflected a bounce back in non-store sales, which declined sharply in July, according to economists. That was ‘seasonal noise’ driven by shifts in the timing of Amazon’s Prime Day shopping event, which also coincides with heavy promotions from other major online retailers,” AP wrote.
“American consumers are still opening their wallets and buying,” Heather Long, chief economist at Navy Federal Credit Union, said.
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