The industry is investing in alternative greetings as a means to jump-start a mature, flat market and convert non-card senders. All three players are expanding or creating new alternative lines. Over the last decade, the alternative category has grown to represent from 10% of all greeting cards to between 30% and 40%, according to industry estimates. Cincinnati-based Gibson Greetings' strategy has been to break the boundaries of traditional exclusivity contracts with retailers. Last year ...

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