Brick-and-Mortar Card Stores Thrive in Internet World
Editor's note: This article is the eighth installment in our "Winning the Card Game" series. Dana Norman and Michele Rothberg acquired discount greeting card store Card$mart in June 2011. They agreed to let TheStreet follow them for one year as they experience the ups and downs of running a business. Based on advice from their accountant, the owners have declined to share revenue and profit numbers.
PLAINVIEW, N.Y. ( TheStreet) -- For Dana Norman and Michele Rothberg, Christmas will have to wait.
The owners of Card$mart, a discount greeting card store, have been busy with Labor Day, Rosh Hashana and Yom Kippur, Columbus Day, Halloween and, unknown to most Americans, Grandparent Day and Clergy Appreciation Day.
Less-celebrated holidays may not spark the greeting card buying frenzy that others do, but Card$mart still has to be prepared. After all, Americans purchase 7 billion greeting cards a year, amounting to retail sales of more than $7.5 billion, according to the Greeting Card Association, a trade organization that represents 200 American and international publishers and suppliers."We put out for all holidays," Norman says. "For Grandparents Day, we sold some cards. And Clergy Appreciation Day, it's not a lot, but we do sell some cards for it." "We're a card store. You always want your store to look full. These are the obscure holidays
>>>Winning the Card Game: Month 2
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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
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