From across the street, I couldn't see the apostrophe in "Loft's", and I started cooking up a weird image in my mind of some old-timey chocolate makers living in a loft above what is now the first-floor card store. Turns out, however, that Loft's was also a confectionery company, and the sign on the second floor is merely an old advertisement for the candy that was presumably once sold in the storefront below.