Hollyer's reproductions were sold as luxury prints, often in signed sets acknowledging both the artist and the photographer. They were advertised in exhibition catalogues and books, with the information that his studio was open daily and a free illustrated catalogue could be obtained by sending Hollyer 19 stamps.

These reproductions provided a source of income for Hollyer, but also popularised the work of leading contemporary artists. People who could not afford original paintings could buy photographic reproductions instead. Framed and displayed alongside tasteful objets d'art, Hollyer's images became an essential part of late Victorian interior decoration.