This winter, in the build-up to Christmas, there has been a lot of discussion about online shopping being the death of the High Street in Britain. This might well be true but what occurred to me was that there have always been other means of shopping besides physically visiting a shop.
The small town I lived in when I was a little girl (population around 2,000) was five miles away from our village had all the basics. There were two butchers, two newsagents, a greengrocer, a jeweller, two pharmacies, a couple of assorted draperies and gents outfitters, a hardware shop etc etc. For requirements beyond what our town could provide, we had to travel some distance. Swansea and Cardiff were at least an hour’s drive away and ‘big’ shopping trips were made a few times a year for Christmas shopping, new winter coats for the family, new shoes and so on. I remember thinking they were amazing with their department stores, book shops, large stores with lifts and escalators and toy shops. This was the only time we saw Boots, W H Smith, C and A and – most important of all (to us as children) – Woollies (F W Woolworth) which was heaven! It was also the perfect place to spend your little bit of pocket money as it had everything and it was all affordable.
The rest of the time, my mum relied heavily on her mail order catalogue as did all the families in our village.
My mum’s catalogue was Marshall Ward followed later by Kays. I remember a neighbour favouring Freemans and my grandmother who lived with us liked J D Williams. Women used to swap catalogues to enjoy a wider choice of goods. From the catalogues we bought bedding, household goods, underwear, toys (via Father Christmas of course), adult and children’s clothing and many more things I can’t recall now. My mum would never buy shoes by mail order.
In addition to the catalogues selling clothes and homeware, my dad used to get seeds and bulbs by mail order. Dobbie’s and Doby’s are two I remember. Newspapers and magazines also had goods for sale and on special offer.
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