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After spending the summer convincing consumers to take socially distanced breaks from grim reality, advertisers are now returning to the pandemic as the central focus in holiday shopping campaigns launching this month.

U.S. companies from carmakers to retailers are under pressure to make the shopping season a success after retail sales crashed 21% earlier this year as millions of Americans lost jobs and cut their budgets. They face the challenge of convincing consumers to open their wallets for the holidays even as the coronavirus pandemic rages anew across the United States and Europe.