This Valentine’s Day, last-minute shoppers will have one less place to turn. Papyrus, longtime purveyor of mid-price cards, gifts, and gift-wrapping accoutrements, announced this week that it’s closing all of its stores within the next four to six weeks. (Liquidation sales are already underway, so if you’re in the market for, say, a wine glass that says “Party Girl” on it, or a $6.95 roll of wedding-themed wrapping paper, this is your moment.) But this isn’t just about the ease of acquisition for belated birthday cards, or the death of a once-beloved suburban shopping mall staple. This is about us. We’re all too familiar with the reality that any time there’s a major corporate closure or market shift, the question gets asked: Did millennials cause the death of the greeting card industry? Or how about Gen Z, they’re in the mix now too, right?