Some of Gainesville's specialty card stores' sales dropped in 2009, despite Valentine's Day, causing some store owners to close their doors for good.
Sue's Hallmark is packing up and shutting down due to lack of business, store owner Larry Stephens said, blaming the poor economy.
Stephens has owned the card shop for five years. It will close at the end of February.
Sales have plummeted since last year, he said. Although Valentine's Day has consistently been the store's largest day of card sales each year, Stephens couldn't offer as large a card selection this year and had to slash prices.
"We sell a lot more than cards," he said. "It's the gifts, too."
Lynn's Hallmark has also been struggling, but owner David DeLongy plans to keep the store open.
"Our cards, not just Valentine's Day, but everyday greeting cards, have taken a hit because we don't have the number of people willing to take the trip to the mall," DeLongy said.
Shoppers opt to go to the drugstore or to Publix as a matter of convenience, he said.
This year's Valentine's Day card sales for the store were about 13 or 14 percent lower than last year's sales, he said. Other items such as stationery and packaging for gifts have experienced similar drops in sales.
"The Internet a few years ago took its toll, but it's the economy right now," he said. "It's strictly economic and political fear."
Many Gainesville consumers look for the bargain when it comes to greeting cards.
Gainesville resident Debby Cherwak, 55, has made greeting cards for friends and family since she was a teenager.
For Valentine's Day this year, Cherwak made cards for her family by using a computer program to import photographs and add personalized messages.
UF marketing freshman Ebony Mason, 19, said price is the most important factor when she shops for cards.
