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>>>Behind the Scenes at a Small Biz: In April, the Postman Rings At the same time, Norman says, she is learning to find a balance between her senior citizen clientele, still a large share, and younger generations. "We're trying to keep it current," she says. "We have a Sweet 16 card [that on the] outside is a cool design that's definitely more contemporary. It's not just hearts. But on the flip side, in every category, we still have to keep cards that are more traditional. We can't take them all away. The elder population -- that's not what they're accustomed to." Norman says she or another employee will often walk around with the less-mobile customers picking out cards to check off their lists. "Part of our core customer base are grandmas. It's an older population that mails to their relatives. They will buy a card for everyone. They come in with a calendar and a list," she says. Card$mart licenses its name from Designer Greetings, which is also the vendor of the "50% off" line of cards the store sells. Yet the partners are not franchisees in the sense that they do not pay franchise fees or royalties to Designer Greetings. Norman and Rothberg are required to carry the Designer Greetings 50%-off card line, but can also sell other items and cards of their choice. Designer Greetings has declined to disclose how many independent retailers license the Card$mart name.