Customers no longer will be able to buy flowers from Hallmark by catalog or online.

The Kansas City, Mo.-based greeting card maker is discontinuing its direct-to-consumer flower and gift business. Company officials say the company was not getting the return on investment needed to continue the operation, which sells items through catalogs and Hallmark’s Web site.

Hallmark Cards Inc. spokeswoman Julie O’Dell said 100 jobs are being affected. Of those, 65 were at the Kansas City headquarters and 35 at the company’s flower and gift distribution center outside Memphis, Tenn.

The Kansas City employees, who work in such areas as marketing and technology, will be able to apply for jobs in other parts of Hallmark.

O’Dell said the company, which is privately owned, will stay committed to its online greeting card business, both for free e-cards and premium ones.