Single price-point retailer 99p Stores is expanding its greeting cards range as it seeks to take share from value players such as Card Factory.

The retailer, which already has a cards range, last week rolled out a complete greeting cards offer to all 130 stores and is now selling complementary gift bags, bows, tags, gifts and party lines for the first time.

99p Stores buying director Faisal Lalani said: “The target is to grow a complete greeting cards offering so customers can finish all their shopping in 99p Stores.

“The biggest discounter in the market is Card Factory, and as a major value player we see them as the main competition. We can offer the same value and offer much more in-store so we can be a one-stop shop for the customer.”

Lalani said he expects 99p Stores to sell 5 million greeting cards before the end of the year.

He added that 99p Stores is rolling out the category after an “extremely successful” six-store trial in January.

Lalani said the party category is “definitely a growing market”, and that 99p Stores will be selling the whole offer, including hats, party plates and invitations - an area once served by the now defunct Woolworths.

99p Stores is also rolling out refrigerators to all stores as it seeks to take share in the convenience market after a successful trial in 50 shops last August.

Lalani said all stores would have the fridges “in time for summer”, so the retailer can stock cold drinks, which he said are a good footfall driver. He expects further items to be added to the fridges in due course.

Rival Poundland has begun selling fresh produce such as milk, eggs and bacon in the past 12 months.