Facing stiff competition from discount card outlets and other channels, supermarkets are turning more to value-priced cards.
Overall, the greeting card category is increasingly challenging, retailers said.
"It is flat in dollars, and declining slightly in units. There is more competition getting into the value card lineup," said Tony Pooler, director of general merchandise/health and beauty care, Save Mart Supermarkets, Modesto, Calif.
"Mass, drug and supermarket cha