Greeting cards signify a celebration, but for supermarkets the celebration has died down a bit. That's because the recession and a new generation of e-cards, including greetings for mobile phone and Facebook users, have turned up the heat on retailers selling traditional paper varieties. Faced with such stiff headwinds, supermarket operators are starting to take a closer look at their gift cards and how they sell them. And what they're finding are some hard truths. “I think in the ...

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