Although this requirement was abolished in 1960, the tradition has been kept by many card makers.

In the rush to relevance, card makers have taken one or two false steps.

These include newspapers, advertising agencies, greeting card makers, theater groups and broadcasters.

All the card maker has to do is double-click on the box left blank for a photo and print it out.

In general, though, shoppers seem to like the fact that card makers are trying to push the envelope.

Still, at least some card makers have experimented with looks that, if not exactly beautiful, are pretty creative.

For the first time, Hallmark is licensing one of its card lines to manufacturers outside the card maker.

The card maker realized it had something of a phenomenon.

Most buyers are women, card makers say, but the male share is increasing.

Along with new themes, card makers are also turning to new techniques to lure buyers.