A straightforward way to send condolences, congratulations, or plain old hellos was the greeting card. Those have been replaced by something even more straightforward: the text message.

The result has been the steady decline of an entire market. Printed greeting cards sales have dropped nearly 13% over the last five years, according to market research company IBISWorld. Papyrus, a small retail chain specializing in stationery, filed for bankruptcy protection last week and announced it would close all of its locations. Hallmark’s brick-and-mortar stores have been closing too, and to prevent further loss, Hallmark Cards Inc. has chosen to adapt.