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Hallmark to open mini-stores inside JCPenney locations

HOUSTON – After a year of discussions and a pilot program, Hallmark has announced it will open mini-stores in JCPenney locations across the country.

Like the existing mini Sephora and Disney stores already inside JCPenney, the new Hallmark stores will be stocked with the same products consumers find in full-sized stores:  cards, gifts, wrapping paper, and bags.

However, the mini-stores will use the same payment system as JCPenney itself, so customers won't have to take their purchases to separate registers.

A Hallmark executive said greeting cards in department stores are not a novel idea:  Hallmark once sold large amounts of cards at JCPenney, and now has large shelves inside other retailers in addition to its own card and gift stores.