Wells has long been hailed as having more coffee shops per population than central London but the city is on the cards to pick up another retailing distinction.
With the news that another new card and gift shop is to open in the former S&A Linens shop in the High Street, intrepid young journalist Jessica Pratten set out to discover just how many outlets in the Wells sell giftcards.
In a brief survey, the University of West of England graduate counted more than 40 card outlets on the main thoroughfares alone.
While it would be expected that gift shops, newsagents, supermarkets, stationers and toyshops all stock cards, there are some surprises.
The list includes hardware stores, florists, boutiques, charity shops, bookshops, garages and a health-food shop.
Local independents and national chains stock cards, as do some of Wells' best known sites including Wells Cathedral, the Bishop's Palace and Wells and Mendip Museum.
Jessica said that once she started counting it became quite endless.
"I think there are actually far more than 40, I only counted those in the main streets, not the side streets," she said.
"I also wanted to see just how little I could find a card for.
"Quite a few outlets were selling cards at less than £1 – as cheap as 25p – and I found one card for sale at L J Spencer for 10p."
Ian Thomas of Absolute Cards said: "the fact that there are so many shops selling giftcards in Wells isn't necessarily a bad thing, as long as we are all doing something different.
"I think Absolute Cards is the only shop in Wells selling purely cards."