Dive Brief:

• Hallmark Cards is experimenting with a new store concept called "HMK" near its headquarters in Kansas City.
• Amid job cuts and falling greeting card sales, the HMK store is geared to appeal to younger customers, focusing on customizable gifts, as well as greeting cards, which have been de-emphasized.
• Hallmark's consolidated sales in 2012 hit $4 billion in 2012, down from a high of $4.4 billion in 2007.

Dive Insight:

Following paper magazines and paper books, greeting cards have seen sales drop as much as 60% in a decade. Hallmark obviously needs a new gameplan, and HMK seems to be the first test to see if the company can make itself relevant to a new generation.