Yesterday MNB took note of a USA Today report saying that as people send fewer greeting cards and instead use digital options, “major retailers, including CVS and Walmart, are poised to cut back on cards, and greeting card companies have closed hundreds of standalone locations.”

I commented:

I must admit that pretty much the only time I go buy a greeting card is when Mrs. Content Guy sends me to get one when we need a card at the last minute. (I say this as someone who believes in thank you notes. But I buy them in bulk on … Amazon.)

Not sure if it is me, but when I go to the CVS card section, I see something that doesn’t seem to have evolved very much in the past couple of decades. Maybe I’m wrong about that, or maybe they just don’t have cards that appeal to my somewhat sardonic sense of humor. But I wonder if these sections have evolved to the extent they should have, considering the new realities of how we live. I’m guessing no.


Got a lot of email on this one.

MNB reader Kenny Fried wrote:

We now get all of our cards at Dollar Tree, where they have a Hallmark sub brand for fifty cents each and a dollar a piece with the dollar cards a little better in quality.  The only negative is for people who get the cards they don’t see the $4.00 number on the back so they might not think we care as much for them since we aren’t spending the big $$.

MNB reader Dan Bay wrote:

Companies have priced themselves out of business. 5.99 for a card that cost pennies to make Is crazy!!

From another reader:

Totally agree, Kevin. I actually like to buy greeting cards, especially for birthdays, but virtually every time I go to buy one, especially in drug, grocery and mass, I get thoroughly disgusted by the terrible selection of cards, especially by the major brands. They are either way too long/mushy/sentimental, juvenile, unfunny or just plain stupid. My advice to retailers: find some suppliers of creative, original and appealing cards, or get rid of them all together.

And from another:

Well, welcome to “TODAY”!  Talk about low hanging fruit, the greeting card business has been on the ground.  What took these two retailers so long!!

And another:

Nothing evolved with greeting cards except the exuberant price to buy one.

And still another:

R.I.P. Hallmark and American Greetings. My family's small drugstore over 50 years ago had at least 30 feet of Hallmark greeting card racks.  The margins were 50%.

Today I can go to the Dollar Store just up the street and get a quality Greeting Card for 50 cents or a a dollar while even Target wants the full retail price of over $3 for something comparable.

Hallmark Crown stores are going out of business these days.


One MNB reader wrote:

I needed to share what my 40 year old daughter does today when wanting to send a greeting card. She goes into her preferred card shop and snaps a picture of the card she likes, then opens up the card and snaps a picture of the inside message. She the. Texts the message with a note.

Her comment was cards have gotten so expensive and people open them, read them and recycle them. She considers that a waste of money and a waste of trees.

I think cards are heading the way of DVDs, CDs, and Cassette tapes.

Kind of sad for some of us who are “Hopeless Romantics” like my wife and I who have saved every card we have given each other since we met. That’s a long time.


I respect your daughter’s environmental sentiments, and even agree with them, but, with all due respect, isn’t what she’s doing kind of like stealing?

And, from MNB reader Monte Stowell:

I know times have changed, as the younger generation does not buy and send greeting cards as do us older generations. I still believe that receiving a greeting card, especially a “Thank You” card in the mail, is a real pleasant treat or surprise. It shows a real appreciation. The cost of greeting cards $2.95 up, might also be an impediment, as one can go on line and buy a years subscription for less than an Andy Jackson. If the high price is a consideration for not sending cards, then the best place to buy cards is at a Dollar store. Alas, greeting cards are slowly going the way of the Dodo bird.