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

“GOOD CUSTOMERS may depend on being constantly supplied with FRESH GOODS.”

According to their advertisement in the August 23, 1768, edition of the South-Carolina Gazette and Country Journal, the partnership of Atkins and Weston operated two shores in the colony, one in the port of Charleston and the other about five miles to the south in Stono on James Island. They stocked “An assortment of Goods proper for the season” recently imported from London and Bristol. They also advised prospective customers that they had on hand “a good supply of RUM, WINE, SUGAR, SALT,” and other staples.

Yet a significant portion of their advertisement did not focus on goods they already offered for sale but instead anticipated merchandise that they planned to make available to consumers in the near future. Atkins and Weston announced that they expected to receive a new shipment of goods from London via the Carolina Packet within two months. This shipment consisted of “two compleat assortments of GOODS, one for each store.”

The partners underscored their commitment to serving their customers. They did not place their advertisement merely out of self-interest, hoping to generate revenues by reducing their current inventory. They also wanted their “GOOD CUSTOMERS” to know that they “may depend on being constantly supplied with FRESH GOODS” rather than being forced to choose from among whatever wares lingered on the shelves. Furthermore, this was the case at both stores. The shop in Charleston did not make room for new goods by transporting remainders to the shop in the smaller settlement at Stono. Instead, each store received its own shipment of goods. Those residing in the country did not need to worry that they were presented with different options than the colonists who resided in the bustling urban port. Atkins and Weston did not attempt to pass off to customers in Stono what had been passed over in Charleston.

By promoting a shipment of goods that had not yet arrived, Atkins and Weston sought to create a sense of anticipation among consumers in both locations. They currently stocked “Goods proper for the season,” but the season would soon change and the partners attempted to incite desire for other goods. They encouraged potential customers to imagine consumption as an ongoing process, one of acquiring goods now and planning to acquire “FRESH GOODS” later. Providing details about a shipment they expected to receive “in less than two months” prompted consumers to keep their eyes on Atkins and Weston’s stores when they contemplated purchases in the future.