BURY-based Birthdays is turning back the clock more than 35 years to offer greetings cards from as little as 29p.

They will be sold in 120 of the company's shops which are being rebranded to trade as Cards Direct.

The new prices will mirror those charged in 1966 when Birthdays was originally established.

News of the discount card stores has been announced by entrepreneur Chris Gorman, who bought the Dumers Lane-based company along with fellow Scots businessman Tom Hunter for a reported £60 million in September.

He said: "When researching the card market prior to the purchase of Birthdays, I became really fed up with retailers shouting about cards for 29p and when you visit the shop there are only a couple of very cheap cards available at this price point, with most remaining at full price.

"Cards Direct offers consumers literally millions of quality cards with a great choice and selection from this 29p price point."

Cards Direct is being launched throughout the UK and being promoted as Britain's biggest card discounter. All 120 stores were previously Birthdays outlets and have been identified as ideal sites for the discount sector.

Chris added: "Birthdays was established in 1966 when the normal retail price of a card was around 29p, or the equivalent in pounds, shillings and pennies of six shillings. We are selling cards again at that price nearly 40 years later, with far superior choice and quality that could ever have been imagined in the '60s. A first class stamp costs 28p now!"