A new Otley online retailer is aiming to clinch a slice of the UK's £1.38 billion card market with a personal and time-saving service.

The company, itsmore personal.co.uk is capitalising on the trend for web-based shopping by offering customers the chance to create their own fully personalised cards, dispatched on the same day.

Sarah-Jayne O'Connor, operations director, said: "We've launched in time for the Christmas market when 2.2 billion cards are sent.

"Our initial research has shown that people spend up to 17 hours every year trying to find the perfect cards, but many people agree that they very rarely manage to get exactly what they want.

"We wanted to help people overcome this frustration by providing a service that allows them to have an input into the design and wording of the cards they buy and send.

"It allows people to quickly and conveniently create the perfect card for any occasion, whether they want to embarrass their friend by using a photo they'd rather forget to recreate a spoof front cover of their favourite magazine, or create a meaningful card for a loved one."

The company also features 200 stock card designs for less creative buyers. It said it could also send cards direct and would be running a special service for customers to remind them of important occasions a week in advance.

A survey carried out by the firm found that a third of people in West Yorkshire enjoyed receiving saucy cards and more than half valued cards which made them laugh.