What was advertised in a colonial American newspaper 250 years ago today?
“Their assortment is very large.”
In their efforts to convince prospective customers of the many choices available at their shop at “the Sign of the GOLDEN EAGLE,” Joseph Russell and William Russell placed an advertisement exceptional for its length in the March 19, 1768, edition of the Providence Gazette. Unlike most advertisements in colonial newspapers, their list of goods extended more than a column, dominating the third page of the issue. In it, the Russells named everything from “Beautiful black figured sattin” to “Paper hangings for rooms” to “Pewter dishes and plates” to “The best Scotch snuff.” In effect, they presented a catalog of their merchandise to the public.
Yet the Russells did not merely list their extensive inventory. They also provided descriptions that further developed their marketing strategy. For instance, rather than listing “Irish linens” they instead proclaimed that they stocked “A Large and neat assortment of Irish Linens, of all widths and prices.” They emphasized variety for other types of goods as well, including “A neat and genteel assortment of dark ground calicoes and chintz,” “a neat assortment of brass candlesticks,” “A large assortment of saddlers ware, Compleat assortment of shoemakers tools, A large assortment of files,” “A beautiful assortment of china cups and saucers,” and “A variety of new fashioned stuffs.”
In addition, the Russells promoted the selection of colors available for many of their textiles and adornments, such as “Single and double damask of all colours,” “Sewing silk of all colours, Silk knee straps of all colours,” and “German serges of all colours.” For other items they emphasized variations in price, including “Black Barcelona handkerchiefs of all prices,” “Shaloons, tammies and durants, of all prices,” “Mens common worsted [silk hose] of al prices,” and “Ivory and horn combs of all prices.” They combined those appeals when describing “Broadcloths of all colours and prices,” encouraging potential customers to imagine all the possible varieties.
When it came to housewares and tools, the Russells highlighted variations in sizes and types, suggesting consumers could find items that fit their tastes, needs, and desires. These included “Brass kettles of all sizes,” “Snuff boxes of all sorts,” “Looking glasses of all sizes,” “Blankets of all widths,” “Gimblets of all sizes,” “Brads and tacks of all sorts,” and “Hinges, locks and latches of all sorts and sizes.” They provided even more detail about “THE very best hemp cordage, of all sizes, from a ratline to a 4 and an half inch rope.”
In their brief remarks that followed this list of goods the Russells even more explicitly made an appeal to consumer choice: “As their assortment is very large, customers will have the advantage of a fine choice.” In so doing, they confirmed the strategies they had adopted concerning the space the advertisement occupied on the page and the reiteration of words that emphasized a wide selection of goods throughout the notice.