Why It’s Getting Harder to Find a Good Greeting Card

A customer came into Jenny K this morning looking for greeting cards and said something that stuck with me:

“You’re the last bastion for cards.”

And honestly… I get what she meant.

Over the years, a lot of the small shops that carried thoughtful, well-designed cards have disappeared. What’s left is often a wall of cards that all start to feel the same — or cards that are surprisingly expensive but don’t quite say what you want them to say.

And yet, people still want to give a good card.

What Makes a Card Feel Right

At Jenny K, we’ve always focused on cards that feel a little more personal.

Most of the cards we carry come from smaller, independent brands and artists — companies like Biely & Shoaf, Calypso Cards, Borealis Press, and local makers like Bald Guy Press.

They tend to share a few things:

• simple, thoughtful wording
• artwork that feels special (not mass-produced)
• a tone that feels genuine, not overly sentimental
• often more environmentally responsible materials

They’re the kind of cards people pick up, read, and immediately think:

“That’s exactly them.”

A Big Selection (and Why That Can Be Tricky)

If you’ve been into the shop, you know our card section is… a lot.

Between our main card displays and four full spinners, we carry hundreds of options at any given time. It’s part of what makes it fun — but it can also make it hard to find that one card you saw earlier.

That’s where our online shop comes in.

A Better Way to Shop for Cards

More and more customers are starting to browse our cards online before coming into the store.

On our website, you can:

• read the full message inside the card
• take your time comparing options
• save yourself from standing in the aisle too long

And if you already know what you want, you can place an order and select in-store pickup.

We’ll pull the cards for you so they’re ready when you arrive — no searching required. You can browse our full collection here → Shop Greeting Cards

Stocking Up (Our Favorite Kind of Order)

Every once in a while, someone sits down, goes through the collection, and stocks up.

Just recently, we received an order for over $100 worth of cards — a mix of birthdays, thank-yous, and everyday notes.

Those are some of our favorite orders, because it means someone has taken the time to find cards they really love — and they’re ready for whatever comes up. If you’re someone who likes to have cards on hand, you can browse and stock up here → View Our Card Collection

For Locals and Beyond

If you’re nearby, we always recommend coming in and exploring the full card section in person — it’s one of our favorite parts of the shop.

But if you don’t have a great card store near you anymore, or you just prefer to take your time, our online collection makes it easy to find something that feels right.

A Small Thought

A good card doesn’t have to say everything.

It just has to feel like you.

Browse Our Card Collection

Explore our greeting cards online → Shop Cards, or stop by Jenny K in El Cerrito — we’re always happy to help you find the right one.