This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Behind the Scenes of a Small Biz: In May Came a Record Sales Day

Editor's Note: This article is the fifth installment in our "Winning the Card Game" series. Dana Norman and Michele Rothberg acquired discount greeting card store Card$mart in June 2011. They agreed to let TheStreet follow them for one year as they experience the ups and downs of running a business. Based on advice from their accountant, the owners have declined to share revenue and profit numbers.

PLAINVIEW, N.Y. ( TheStreet) -- When Card$mart of Plainview ran out of Valentine's cards in February as frantic shoppers came searching for anything to give their loved ones last minute, co-owner Dana Norman vowed that wouldn't happen again.

So when Norman and her partner ordered inventory for Mother's Day -- a holiday that is one of the busiest in terms of card sales -- they were sure to be prepared.

Card$mart of Plainview was well-stocked for last-minute shoppers on Mother's Day.

"Mother's day was very crazy," Norman says. "We had our record sales day, which was the Saturday of Mother's Day weekend. We learned from our mistakes from Valentine's Day. We over-ordered cards. We did a ton of business."

Not only did they prepare for the extra business on the card inventory side, but they also ordered extra gift inventory. Customers were apparently buying everything they could get their hands on in the store.

"They were buying cards, they were buying gifts, they were buying everything we had. I wish every day was like that," she says.

>>>Winning the Card Game: Month 1
>>>Winning the Card Game: Month 2
>>>Behind the Scenes at a Small Biz: March Means Mega Money
>>>Behind the Scenes at a Small Biz: In April, the Postman Rings

Norman says having merchandise left over is preferable to not having enough because Mother's Day cards can always be put out again next year. "We're not the drug store. We're the card store. You should be able to come in here the day of the holiday and there should still be cards available," she says.

For all their preparedness on the inventory side, Mother's Day weekend did come with a few hitches. Between actual customers squeezing by each other in the store and various minor problems that arose, the store at times was literally overwhelmed and seemed to burst at the seams. The store's cash register broke (they had a spare in the back); the register ran out of change (Norman, who was not working the Saturday before Mother's Day, went to the bank to get change); and the paper in the credit card machine jammed.

1 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 18,053.71 +23.50 0.13%
S&P 500 2,088.77 +6.89 0.33%
NASDAQ 4,806.8590 +33.3870 0.70%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs