Patent ID: 7987998

Claim:
A display fixture for the display of greeting cards, comprising: an upper tier display and a lower tier display positioned below the upper tier display, each of the lower and upper tier displays supported by a supporting structure and comprising a plurality of rows operative to hold the greeting cards, wherein each of the plurality of rows comprises at least one base extending outward from the respective tier display for supporting the greeting cards; a card highlighter display positioned along at least one of the rows to highlight each of the greeting cards placed within the card highlighter display, the card highlighter display comprising a base providing a bottom support for displaying the greeting cards disposed adjacent the base of the row the card highlighter display is positioned along, wherein the base of the card highlighter display protrudes outward from one of the tier displays at a distance greater than the base for the row the card highlighter display is positioned along to attract a consumer's attention to the greeting cards placed within the card highlighter display, and wherein the base of the card highlighter display is at substantially the same vertical position as the base for the row the card highlighter display is positioned along to display greeting cards in the row and the card highlighter display at substantially the same vertical position; the rows in the upper tier display capable of displaying a portion of the greeting cards in a full-facing manner to display the full face of each greeting card; and the rows in the lower tier display, other than a bottom row in the lower tier display, capable of displaying another portion of the greeting cards in a manner other than the full-facing manner.