VP, Industry and Consumer Insights
Katherine Cullen is vice president of industry and consumer insights at the National Retail Federation. In this capacity, she leads NRF’s research on consumer spending and emerging retail trends and develops new research initiatives and partnerships. She has over a decade of experience delivering actionable consumer and business insights in areas such as the future of the store, demographic trends, cross-channel technologies, payments and returns.
Prior to joining NRF in 2017, Cullen worked in customer strategy and intelligence at Macy’s Inc., where she developed customer-centric strategies to inform assortment, marketing and distribution decisions for Macy’s womenswear brands. Cullen also spent six years in fraud and programs analysis for the Department of Justice and Department of Education.
Originally from California, Cullen has a master’s degree in business administration from New York University’s Stern School of Business with specializations in marketing and business analytics.
Authored by Katherine Cullen
3 things to know about the 2023 consumer
Insights on customer behavior and motivations from NRF’s State of Retail & the Consumer.
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How consumers are rethinking their Independence Day BBQs
A look at the role of climate change in Americans’ eating habits.
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4 things retailers need to know about inflation
How inflation is affecting consumer behavior and what businesses can do.
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2 types of shoppers brands should pay attention to this Earth Day
Insights about messaging and initiatives to help retailers reach sustainably minded consumers.
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3 reasons consumers are going all out for Valentine’s Day
Consumers plan to spend $23.9 billion to show their affection.
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3 key factors that led to a record-setting holiday season
Consumers turned out to shop despite concerns around supply chain, inflation and omicron.
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4 common myths about returns
The truth behind one of retail’s biggest opportunities.
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Consumers embrace physical retail as U.S. emerges from the pandemic
New research highlights how consumer expectations for physical shopping have changed.
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3 ways consumers will celebrate dads despite the coronavirus
While fewer expect to take their dads out this Father's Day, they’re making it up in other ways.
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