EXHIBIT 31.1

SHOE CARNIVAL,
INC.CERTIFICATION PURSUANT TO RULE
13a-14(a)/15d-14(a) OF THE SECURITIESEXCHANGE ACT OF 1934, AS ADOPTED
PURSUANT TO SECTION 302 OF THESARBANES-OXLEY ACT OF 2002

I, Mark L. Lemond, certify that:

|1. |  | I have reviewed this quarterly
      report on Form 10-Q of Shoe Carnival, Inc.;                                                                                                                                                                                                                                                                                  
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|2. |  | Based on my knowledge, this
      report does not contain any untrue statement of a material fact or omit to
      state a material fact necessary to make the statements made, in light of
      the circumstances under which such statements were made, not misleading
      with respect to the period covered by this report;                                
|  
|3. |  | Based on my knowledge, the
      financial statements, and other financial information included in this
      report, fairly present in all material respects the financial condition,
      results of operations and cash flows of the registrant as of, and for, the
      periods presented in this report;                                                   
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|4. |  | The registrant's other certifying
      officer and I are responsible for establishing and maintaining disclosure
      controls and procedures (as defined in Exchange Act Rules 13a-15(e) and
      15d-15(e)) and internal control over financial reporting (as defined in
      Exchange Act Rules 13a-15(f) and 15d-15(f)) for the registrant and
      have:
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| | (a) |  | Designed such disclosure controls
      and procedures, or caused such disclosure controls and procedures to be
      designed under our supervision, to ensure that material information
      relating to the registrant, including its consolidated subsidiaries, is
      made known to us by others within those entities, particularly during the
      period in which this report is being prepared;         
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| |    
| | (b) |  | Designed such internal control
      over financial reporting, or caused such internal control over financial
      reporting to be designed under our supervision, to provide reasonable
      assurance regarding the reliability of financial reporting and the
      preparation of financial statements for external purposes in accordance
      with generally accepted accounting principles;                
| |    
| | (c) |  | Evaluated the effectiveness of
      the registrant's disclosure controls and procedures and presented in this
      report our conclusions about the effectiveness of the disclosure controls
      and procedures, as of the end of the period covered by this report based
      on such evaluation; and                                                                                                          
| |    
| | (d) |  | Disclosed in this report any
      change in the registrant's internal control over financial reporting that
      occurred during the registrant's most recent fiscal quarter (the
      registrant's fourth fiscal quarter in the case of an annual report) that
      has materially affected, or is reasonably likely to materially affect, the
      registrant's internal control over financial reporting; and
| |    

|5. |  | The registrant's other certifying
      officer and I have disclosed, based on our most recent evaluation of
      internal control over financial reporting, to the registrant's auditors
      and the audit committee of registrant's board of directors (or persons
      performing the equivalent functions):
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| | (a) |  | All significant deficiencies and
      material weaknesses in the design or operation of internal control over
      financial reporting which are reasonably likely to adversely affect the
      registrant's ability to record, process, summarize and report financial
      information; and
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| |    
| | (b) |  | Any fraud, whether or not
      material, that involves management or other employees who have a
      significant role in the registrant's internal control over financial
      reporting.                                                                                                     

|Date: December 13, 2007 |  | By: /s/ Mark L.
      Lemond | 
|----------------------- |  | ---------------------------- | 
|                        |  | Mark L. Lemond               | 
|                        |  | President and                | 
|                        |  | Chief Executive Officer      | 

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