As per the research paper, card industry is running out of steam gradually on account of not adapting to the latest techniques and innovation. Hallmark and American Greetings are two of biggest shareholders in the $7 billion American greeting card market. Hallmark saw its revenue shrink from $4 billion in 2012 to $3.8 billion in 2014. American Greetings, despite major restructuring and subsequent privatization under the Weiss family in 2013 is still struggling with just $2 billion revenue and
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