A History of UK Mail-Order Catalogues
For much of the 20th century, the mail-order catalogue was a fixture of British households – a thick, glossy book that sat on the coffee table and did the job online shopping does today. Names like Freemans, Grattan, Littlewoods and Great Universal were once as familiar as any high street shop. This guide looks at where UK catalogue shopping came from, the household names that built it, why the industry changed so dramatically, and where you can still browse those catalogues, old and new, today.
The origins of catalogue shopping in Britain
Mail-order catalogues in the UK have roots stretching back over a century, growing out of the same idea that drove early department stores: bring a wide range of goods together in one place and make them easy to browse. As printing and the postal network improved through the early and mid-20th century, catalogue companies realised they could bring that same browsing experience directly into people's homes, without anyone needing to travel to a shop at all.
The model that made this work at scale was simple and effective: a company published a large seasonal catalogue, customers ordered by post or later by phone, and goods were delivered to the door. Many catalogues also introduced agent and club schemes, where a local agent took orders from friends, family and neighbours and earned commission or discount in return – a model that turned catalogue shopping into something social as well as practical.
The golden age: the 1970s and 80s catalogue boom
Catalogue shopping reached its peak in Britain during the 1970s and 80s. For millions of households, the "big book" catalogue was the easiest way to buy clothing, furniture, electricals and gifts, often with the option to pay weekly or monthly rather than all at once. At a time when credit cards were far less common, catalogue credit accounts gave many families a straightforward way to spread the cost of larger purchases.
Several large catalogue groups dominated this era, each publishing their own flagship titles and often several sister catalogues besides. It was common for a single household to have more than one catalogue on the go at once, each with its own agent, account and delivery day.
Names every household knew
Some catalogue names became genuinely nationwide institutions. Among the best known:
- Freemans – one of the longest-running names in British catalogue shopping, known for fashion, home and family ranges.
- Grattan – a major Bradford-based catalogue with a huge general range across clothing and home.
- Littlewoods – famous for its catalogue arm as much as its football pools and stores, covering fashion, home and much more.
- Great Universal (GUS) – one of the largest catalogue groups in the country, at one time owning several other catalogue titles besides its own.
- Kays – a household staple catalogue covering clothing, home and gifts for generations of shoppers.
- Empire Stores – a long-standing general catalogue popular across the UK.
- Marshall Ward – another well-remembered general catalogue from the same era.
- J D Williams – known particularly for its fashion ranges, and still trading today.
Between them, these catalogues shaped how a huge part of the country shopped for decades, and their names still spark instant recognition and nostalgia today.
Why catalogue shopping declined
The rise of internet shopping from the late 1990s onwards changed the retail landscape completely. Online stores could update ranges instantly, offer far larger inventories than a printed book ever could, and deliver just as quickly – often faster. As broadband and then smartphones spread, browsing a website simply became easier than waiting for a new seasonal catalogue to arrive.
Many of the household-name catalogue companies were bought, merged or wound down over the following years as shopping habits shifted permanently online. Some names disappeared altogether; others survive today in a very different, digital-first form.
Where these catalogues live on today
Even though the printed "big book" era has largely passed, the catalogues themselves haven't vanished from memory – and many of the brand names live on in one form or another. Catalink maintains a free, browsable archive of thousands of historic UK catalogue, brochure and newsletter listings, preserving the names, covers and descriptions of titles going back decades, alongside the free catalogues that are still available to request today.
Whether you're looking to relive a bit of shopping nostalgia or simply curious what happened to a catalogue you remember from childhood, the archive is free to browse at any time – no account or sign-up required.
Frequently asked questions
Are any of these old catalogue companies still trading?
Some are, in one form or another – a number of the household names from the catalogue era continued as online retailers, while others were absorbed into larger groups. Many original printed catalogues, however, are no longer published.
Can I still order from a catalogue company that's closed down?
No – once a catalogue company has stopped trading, you can no longer place an order with them. Catalink's archive preserves the listing and description for reference and nostalgia, but it isn't a live ordering service for closed brands.
Why did so many catalogue companies disappear at once?
The shift wasn't really "at once" – it played out over roughly two decades as online shopping grew. But the underlying cause was consistent: the internet offered a bigger range, easier browsing and often faster delivery than a printed catalogue could match.
What happened to catalogue credit accounts?
Pay-monthly and catalogue credit accounts still exist today, offered by many current catalogue and online retailers, though the way they're arranged and regulated has changed significantly since the 1970s and 80s. If you're considering a credit account, always check the terms carefully and borrow only what you can comfortably repay.
Where can I browse old UK catalogue listings for free?
Catalink's catalogue archive is free to browse and covers thousands of historic catalogue, brochure and newsletter titles, alongside the catalogues that are still active and free to request today.
Is Catalink itself an old catalogue company?
No – Catalink is a free, independent UK catalogue request and archive service, helping people find and request current free catalogues while also preserving the record of historic titles for reference.