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Trade Talk: With each holiday, there's a greeting card decision to be made

Many say Hallmark's announcement it will close one of its greeting card production plants is bad news for the industry, but one online card maker recently branched out to paper.
by Jennifer Palmer Published: November 1, 2012
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Trade talk

With each holiday, there's a greeting card decision to be made

With each approaching holiday, greeting card consumers now face a significant decision: paper or electronic?

There are some occasions when an actual card is a must. Children's birthday parties, for instance, to identify the gift giver. Thank yous, too, ought to be in paper form. But many, if not most, other instances are being replaced by online options.

When Hallmark Cards Inc. announced last month it will shut down a production plant in Topeka, Kan., headlines declared it was proof greeting card sales were going down. The plant made one-third of Hallmark's greeting cards and employed 500, although 200 of the jobs will be transferred to other facilities, according to The Associated Press.

Pete Burney, a senior vice president for Hallmark, was quoted as saying “Competition in our industry is indeed formidable.”

In our increasingly Internet-connected world, greeting cards could go the way of the dinosaur. Collecting happy birthday wishes on one's Facebook wall is now the norm. Personalized cards can be quickly made on several websites and sent via email with little effort. Invitations, especially, seem easier to coordinate online. But it's not always so simple.

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by Jennifer Palmer
Investigative Reporter
Jennifer Palmer joined The Oklahoman staff in 2008 and, after five years on the business desk, is now digging deeper through investigative work. She's been recognized with awards in public service reporting and personal column writing. Prior to...
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