By Jack M. Germain

The holiday shopping forecast and consumer spending patterns well into next year will be marked by a pullback in spending, an increase in consumer expectations for brand behavior, and a focus on supporting small businesses.

That predeiction does not bode well for retailers and e-tailers alike. A report from customer engagement platform provider Braze suggests that marketers focus on brand values and trustworthiness to combat the continuing challenges retailers face in courting consumers across generations, each with distinct preferences, behavior, and expectations.

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