August 12

What was advertised in a colonial American newspaper 250 years ago today?

Aug 12 - 8:12:1768 New-London Gazette
New-London Gazette (August 12, 1768).

“Last Night the shops of the subscribers in said Middletown was broke open.”

Many advertisements in eighteenth-century newspapers listed all sorts of consumer goods as a means of encouraging readers to visit shops, examine the merchandise, and make purchases. Other advertisements, however, demonstrate that not all colonists acquired goods through those means. Some colonists instead resorted to theft.

Such was the case in Middletown, Connecticut, at the end of July in 1768. On the morning of the final day of the month, George Philips, Asal Johnson, and Francis Whitmore all awoke to discover that their shops had been “broke open” during the night and several items stolen. The thief or thieves grabbed “about 6 dozen barcelona handkerchiefs, of which 2 dozen were black, the rest shaded various colours; 1 dozen black cravats, 3 or 4 pieces of black ribbons, 1 paper of white metal buckles, 1 castor hat a little moth eaten, 2 or 3 penknives,” and currency in several denominations from Philips. Similar items went missing from the shops of Johnson and Whitmore. The volume of stolen goods suggests that the thieves may not have intended these items solely for their own use. Instead, they may have attempted to fence them or otherwise distribute them through what Serena Zabin has termed an informal economy that allowed greater numbers of colonists to participate in the consumer revolution.

Philips and Johnson offered a reward to “Any person who will seize the thief or thieves with any or all of said articles, and secure them so that they shall be brought to justice.” The penalties could be quite severe for those convicted. Two years earlier in Rhode Island, for instance, Joseph Hart became a convict servant, sold into servitude “for the term of three years to satisfy the damages and costs of his prosecution and conviction, for stealing sundry goods.” Colonists who chose to gain access to the consumer revolution via extralegal means weighed the risks and rewards of acquiring goods that might otherwise have remained beyond their reach.

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