1. A method implemented within an online stationery service for selecting stationery fulfillment sites comprising: providing an end user with a set of selectable stationery templates, the stationery personalization engine receiving an indication that an end user has selected a particular one of the stationery templates; collecting personalization data from the user, the personalization data including personalized messages, one or more stationery formatting options selected by the user, and names and addresses of stationery recipients; applying the personalization data to the stationery templates to generate a personalized stationery design; identifying a set of eligible fulfillment sites for printing the stationery design based on a first set of variables; and identifying an optimal fulfillment site from the set of eligible fulfillment sites based on a second set of variables.