The Argos catalogue, once a staple of UK households everywhere, will be scrapped from the end of January 2021 after 48 years in print.
The retailer, which is owned by supermarket J Sainsbury PLC (LON:SBRY), said the catalogue will be available online as internet shopping become much more convenient, with over 70% of Argos sales now made through smartphones and tablets.
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With around 10mln copies printed at the height of its popularity, the Argos catalogue at one point was the most widely printed publication in Europe and the second most common book inside UK households after the bible.
The catalogue also became synonymous with legions of British children pouring over its pages and circling items in search of Christmas presents.
However, the catalogue may live on in a different form, with Argos saying it will still print its annual Christmas gift guide. The company also released all of its previous editions of the tome online last year for nostalgic customers.
Investors seemed nonplussed by the news, with Sainsbury’s shares down 0.6% at 189p in mid-afternoon trading on Thursday.