What was advertised in a colonial newspaper 250 years ago today?
“All those who owe small trifling Debts, must discharge them before the End of August.”
Thomas Davidson wanted to settle accounts and catch up on his bookkeeping. To those ends he published an advertisement with a timetable for customers to pay their debts. Those with “small trifling Debts” had four weeks (“before the End of August”) to pay up, while others who owed more substantial amounts had nearly twice as long (“before the latter End of September next”). Davisdon warned that customers in both categories needed to be punctual or else he would take a step he considered “very disagreeable.” He threatened to sue those who did not heed his call to pay what they owed.
Davidson preferred cash, but he was more interested in settling accounts. If necessary, he was willing to accept a variety of goods that his customers presumably produced on their own farms: “Wheat, Rye, Indian-Corn or Pork.” Cash, credit, and barter all served as modes of exchange in the economy of colonial Connecticut as buyers and sellers negotiated final reckonings for their exchanges.
Although the primary purpose of Davidson’s advertisement seems to have been settling accounts, he also sought to generate more business. After warning customers with outstanding debts that he would sue them “without further Notice,” he announced that he sold “WEST-INDIA RUM, by the Hogshead, or smaller Quantity.” Apparently he did not want to find himself in a similar situation with prospective sales. He declared that he sold the rum “for Cash only.” Such was the tradeoff for purchasing the rum “very cheap.” Customers had to pay in cash.
Eighteenth-century account books, ledgers, and letters are the best sources for revealing business practices of merchants and shopkeepers, but advertisements often provide useful supplements that also demonstrate the public face that entrepreneurs presented to customers and their communities.