Key Takeaways:
- U.S. retail sales rose for the ninth consecutive month in June 2026, with total sales up 0.33% from May and 9.41% year over year, excluding auto dealers and gas stations.
- Sporting goods, electronics and apparel led category growth, reflecting strong consumer demand for discretionary goods driven by summer promotions and early back-to-school spending.
- Early back-to-school shopping hit its highest early-start rate since NRF began tracking in 2018, with roughly one-third of shoppers already buying by early June.
- For retailers and buyers, the data points to sustained consumer spending momentum, with affordability, targeted promotions and cross-category merchandising as the key drivers of margin-positive growth.
Retail Sales Rise for Ninth Straight Month in June
Retail sales climbed for the ninth consecutive month in June, driven by summer promotions, early back-to-school buying and a steady job market, according to the CNBC/NRF Retail Monitor powered by Affinity Solutions. Total retail sales, excluding auto dealers and gas stations, increased 0.33% from May and 9.41% year over year. Core retail sales, which also exclude restaurants, rose 0.36% month over month and 10.08% from a year ago.
On a seasonally adjusted basis, total sales increased 4.26% from a year earlier and core sales rose 4.23%. Through the first half of 2026, unadjusted total sales were up 6.81% and core sales were up 6.84%. The outsized annual gains partly reflect comparisons against soft June 2025 results.
“The summer shopping season got off to a strong start in June,” NRF President and CEO Matthew Shay said. “Consumers took advantage of summer sales events, and many got an early jump on back-to-school shopping. The willingness to spend on retail goods has been supported by the retail industry’s laser focus on affordability and a durable labor market.”
Which Categories Led June’s Growth?
Sporting goods, hobby, music and book stores led all categories, with sales up 18.53% year over year and 0.45% from May. Electronics and appliance stores were nearly flat month over month, down 0.01%, but gained 14.16% annually. Clothing and accessories rose 0.63% from May and 13.65% year over year. Digital products climbed 1.25% month over month and 13.56% annually.
Health and personal care stores rose 0.5% from May and 12.87% year over year. General merchandise was up 0.29% month over month and 9.9% annually. Grocery posted a 0.25% monthly gain and a 5.26% increase from last year. Furniture and home furnishings slipped 0.16% from May but were up 4.92% annually. Building and garden supplies ticked up 0.06% month over month and 4.04% year over year.
Unlike the Census Bureau’s survey-based report, the CNBC/NRF Retail Monitor analyzes actual, anonymized credit and debit card transactions from Affinity Solutions, producing a faster and more reliable read on spending trends.
What Do June’s Numbers Mean for Retailers and Buyers?
Stable momentum, not a one-off spike, is the clearest takeaway from June’s results. Early back-to-school activity pulled purchases forward, with roughly one-third of back-to-school shoppers already browsing and buying by early June, the highest early-start rate since NRF began tracking the behavior in 2018.
For retail operators, discretionary categories like sporting goods, electronics and apparel are capturing wallet share when deals are sharp. That points to tight promotion calendars, targeted offers and strong in-store merchandising. Everyday channels like grocery, health and personal care support consistent inventory depth and private label assortments. General merchandise gains suggest shoppers are consolidating trips, a cue to reinforce cross-category bundles.
For brands, affordability remains the growth lever. Replacement cycles in electronics and seasonal wardrobe refreshes in apparel signal room for mid-ticket sales when bundles or financing options sweeten the offer. Sporting goods strength reflects home-based leisure and wellness as durable consumer habits. With the back-to-school window open and holiday planning underway, the next few months will test who can pair tight inventory discipline with precise, value-forward promotions that keep carts full without sacrificing margin.
(Note: AI assisted in summarizing the key points for this story.)