"Free", until mid 90s I guess most people bought Linux distros on CDs, later DVD (no downloads). For me the big, big plus on Linux (vs. Dos / Windows), had been all the free compilers.
Somewhere, I still have a Red Hat 5 retail CD. I'm not sure, but I might have bought it at Borders Books rather than a computer shop. I know I bought a few CD-ROM collections at the bookstore.