My take on it is that it’s an outlet for cards. They sell all their cards at 50% off the listed price, which may seem really cool except the selection is very limited(and not all that pretty). The store manager also said that wrapping materials, tissue paper and the like is also 50% off. They also sell novelty gifts like that of Hallmark. But just don’t call it a Hallmark. The lady will be sorely offended.