Word: year
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Dates: during 2000-2009
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...sharp dose of sobriety for the card company known for purveying sunny good cheer. This year's offerings are not "sugarcoated or idealistic," says Mark Andrews, product manager for Hallmark's holiday-card division...
Some card companies are tackling the punishing economy with humor. DCI Studios has a Christmas card that doubles as a "new guide to the stock market." Some useful terms: "Broker: What we are this year compared to last year. Merrill Lynch: What we want to do to Merrill. Liquid assets: beer, scotch, vodka, whatever helps...
...Dust Bowl-era holiday cards features a woman wrapping a gift. "I made you a Christmas present!" reads the front cover. On the inside: "But I had to burn it in a trashcan to stay warm." Owner Andrew Shaffer says he has sold hundreds of these cards this year...
...company that is steering clear of the crappy economy, however, is Hallmark's biggest competitor, American Greetings. "Our cards don't specifically call out negative or challenging times," says spokesman Frank Cirillo. "It's a time of year when people can embrace their relationships and focus on the other people in their lives that give them strength throughout the year...
That helps explain why, even in a season of thinner wallets, the $7.5 billion-a-year greeting-card industry is holding up pretty well, according to the Greeting Card Association. "Card sending seems to remain relatively strong even during difficult economic times," says spokeswoman Barbara Miller, who notes the association is projecting that stores will sell 2 billion holiday cards this year, the same number they sold last year...