Katherine Cullen

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 Father’s Day this year
Family celebrating Father's Day.
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A glance into consumers’ views on sustainability
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New GfK research finds most Americans say concern for the environment is a priority.
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3 things to know about the 2023 consumer
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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 group of people around a charcoal grill
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
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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
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
Holiday shopping
Consumers turned out to shop despite concerns around supply chain, inflation and omicron.
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4 common myths about returns
Holiday shopping returns
The truth behind one of retail’s biggest opportunities.
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