American Greetings Retail Stores Add 'Gift Card Malls'

Starting in mid-September, the stores, which operate under both the American Greetings and Carlton Cards names, will unveil new displays that feature gift cards for 16 different food, entertainment and lifestyle retailers, including Applebee's, Circuit City, Blockbuster and Lowe's. The program is the result of the Company's partnership with InComm, the nation's largest marketer, distributor and technology provider for gift cards and prepaid products."

The concept is similar to kiosks found in other channels, but the gift card malls at American Greetings and Carlton Cards stores will expand upon the idea by offering much more than just gift cards. In a nod to the company's 100 years of experience in the social expressions category, the displays will be equipped with everything consumers need to present these popular plastic gifts with style and a personal message, including specially designed cards, bags, tissue and unique gifting solutions. An expanded collection of innovative packaging options will debut in the displays for Christmas as well, and there will even be special collections of cards, bags and tissue designed by American Greetings to coordinate with gift cards from American Express, iTunes, Starbucks and Vanilla Visa.

"Gift cards are a convenient, year-round present for millions of people, and our new displays are truly the ultimate gift card-giving solution, combining an easy shopping experience with style and innovation," said Nelson Tejada, vice president of merchandising for American Greetings retail division. "We know that 50 to 60 percent of consumers like to give gift cards in greeting cards or with a small gift as these 'extras' add special meaning, so our new gift card malls make it easy to find the gift card they want along with everything else they need for the perfect, personal presentation."

The displays will launch on September 17 with gift cards in a variety of denominations alongside birthday-themed greeting cards, bags and tissue that range from $1.99 to $2.99. The stores will debut Christmas-themed cards, bags and tissue along with a special collection of innovative new formats in early November to coordinate with holiday designs on retailer gift cards.

Store cash registers will activate gift cards on-site upon purchase. Similar gift card malls are planned for the company's Canadian card and gift shops in late fall 2007 that feature a complementary mix of gift cards from Canadian retailers. Visit www.CarltonCards.com for store locations and more information.