Paperboy Cards & Gifts Inc
By YP Contributor

Back to Basics

The digital age has nothing on Steven Gerry. The owner of Paperboy — a card and gift shop nestled a few steps away from St. Clair Avenue and Yonge Street — only keeps witnessing growth in the paper industry. Steven’s brick-and-mortar business, which has neither a website nor social media presence, has seen continuous growth thanks to word-of-mouth and a loyal client-base.

The neighbourhood was an obvious choice for Steven, who had already garnered a following while working at the former Paper Ideas up the street. “I’ll never forget how wild the first day was,” he says. The store opened on October 31, 2002 with signs posted on the windows explaining Steven’s history in the neighbourhood. “We didn’t have very many items because I didn’t know what sort of response we would get. I didn’t have nearly enough,” Steven explains. "The neighbourhood response has been really, really good. We had an amazing first day.”

People still love receiving cards in the mail — or even hand-delivered — rather than coming home and finding a bill in the mailbox. - Steven Gerry, owner
Paperboy Cards & Gifts - Cards, books, stationery, giftware, giftwrap

Where Gift-Giving is Always in Season

You won’t find Hallmark or Carlton cards here. Paperboy specializes in the quirky and unconventional, promoting silliness and fun over its more conservative competitors. Steven scouts creative work by independent suppliers in both Canada and the U.S. He also stocks local artists who are still making a name for themselves like Wendy Tancock, whose nostalgic Canadiana designs featureillustrations of national iconography like TimHorton, Leonard Cohenand Toronto’s TTC streetcar.

“People still love receiving cards in the mail — or even hand-delivered —rather than coming home and finding a bill in the mailbox,” says Steven. Birthday cards remain a perennial favourite, occupying an entire wall of the store.

The shop is also never short on last minute gift-giving ideas, and the gift-wrap to match. While stationery, books, and kitschy kitchenware are staples, the shop embraces Hanukah and Christmas with particular fervor.

Paperboy Cards & Gifts - Cards, books, stationery, giftware, giftwrap

The Secret to Success

Paperboy’s clientele ranges from teenagers to seniors, as the shop’s selection is so vast there’s something for everyone — or at least an entertaining afternoon of browsing. For Steven, the best part of the job is the daily chitchat among his customers.

“Success isn’t all monetary,” he says. “To me, success is the feedback we get from our customers and the clientele we’ve built up over the years.” The store’s loyalty card offered at the cash register has done wonders in keeping a steady stream of visitors. After a customer purchases ten cards, the eleventh card is free. “Everyone likes to get something for free. It’s the best advertising I could ever do,” he says.

Paperboy Cards & Gifts - Cards, books, stationery, giftware, giftwrap
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