Living: Selling Strong Emotions

A card for every feeling, from insecurity to heartache

Snuggled in there on the racks among HUMOROUS NEPHEW and FOREIGN BIRTHDAY are cards with messages such as "The warmth of your hug lingers . . ." and "In this world it's very scary to be open and vulnerable . . ." and "Finally, I have a friend I can trust . . . completely!" So far the genre has no name -- call it the emotionally expressive component of the nonoccasion card market. But under such brand names as Soft Sentiments and Personal Touch, cards retailing love, heartache and other real-life, prepackaged emotions are among the hottest products in the...

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