When I go to get a greeting card, the first stop I go to are the cards made from recycled paper. The brand that my local shop carries is Tiffany Tomato ( http://www.tiffanytomato.com/ ) .
The range of Tiffany Tomato Greeting cards is okay, but not as large as Hallmark's. However, they do have some cutting edge political cards that can be used for birthday greetings. Where else can you get a birthday card with Barack Obama or George W. Bush in a respectful pose? There's even a McCain greeting card.
Unlike what you would expect from a company that offers recycled cards as a cache, the cards actually are aimed at the mainstream consumer and it is without question that you can find a card that fits your needs.
As mentioned, I especially like the political cards. From Hillary crying to a nice pose of George and Laura Bush that says "thought this would look nice on your table" (perhaps this more speaks to my political leanings), I can usually find the right card to get for the right person.
The local store selection is largely birthday cards, with some holiday cards. I found the wedding cards selection lacking.
The price is a little more, but you are paying for a completely recycled card that helps the environment. It is this feature alone why I choose Tiffany Tomato cards instead of a standard Hallmark or American Greetings card, as otherwise I would buy on price and Hallmark Shoebox greetings would win out.