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Retailers want more than your cash this holiday season

The billions of dollars spent on holiday shopping each year leaves out one big piece of the gift-giving puzzle. Sean Gallup/Getty Images

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The holiday shopping season often means people visit stores and retail websites they don’t typically frequent. And with that comes requests for personal data that retailers can use to target ads and promotions and even sell to third parties. But it’s a price we often pay for that perfect gift. 

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