The greeting card industry agrees that alternative cards are the fastest growing segment of the market today. But exactly what percentage of the 7.4 billion greeting cards sold annually are alternative greetings remains unclear. The three leading card companies, however, are reporting double-digit growth in a segment that emerged more than a decade ago. At Ambassador Cards, Kansas City, Mo., alternatives have been growing at a rate of 15% to 20% annually, said Ann Asel-Wagner, marketing ...

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