Shop Direct is winding down its Littlewoods catalogue after more than 80 years as it reflects the shift to online shopping.

A shift to online shopping is resulting in Littlewoods calling time on its catalogue

The retail group will stop producing the catalogue as online now accounts for more than 90% of Littlewoods sales and because of the high costs of printing the catalogue, according to The Daily Telegraph.

Demand for the catalogue has been in steady decline and as a result Littlewoods only sent out 300,000 copies of its last catalogue, which compares with a print run of 5 million five years ago and 25 million in its heyday.

Littlewoods calling time on its catalogue comes after Home Retail boss John Walden revealed last month that he had been surprised by the continued demand for the Argos catalogue, which resulted in the retailer reintroducing its catalogues into its digital stores.

Shop Direct will still allow Littlewoods customers to make telephone orders and send out a ‘short brochure’ that showcases its flagship products.

Shop Direct’s Alex Baldock described the move away from a catalogue as a “big step” in the retail group’s transformation.

He added the company wants to focus investment on areas where there is greater customer demand and as a result will focus on developing an easy to navigate online experience that is tailored to the individual customer.