You can lead a horse to water, but you can’t make it drink. In other words, you can give someone an opportunity but not force them to take it. A similar proverb may apply to consumers as states across the country attempt to restart their economies: you can open up a business, but you can’t make people return and spend. Restaurants, airports, retail stores are preparing to resume operations, and the trillion-dollar question is whether consumers will embrace the reopening, or continue to seek shelter from the virus.
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