What was advertised in a colonial American newspaper 250 years ago today?
“Said BARRELL having an utter Abhorrence of Law Suits.”
In the fall of 1768, William Barrell placed an advertisement in advance of departing New Hampshire on a voyage. He did not indicate where he was going, how long he planned to be away, or whether he intended to return to the colony. He did make it clear, however, that he wished to settle accounts, especially with those who owed him money. Merchants and shopkeepers frequently extended credit to customers, one of the factors that contributed to the widespread consumer revolution during the eighteenth century. Their advertisements for all sorts of imported goods often included or ran alongside calls for settling accounts.
Barrell made an investment in recovering what he was owed. His notice ran in the New-Hampshire Gazette for six consecutive weeks, commencing in the September 30 edition (the same date that appeared on the final line of the advertisement each time it appeared) and appearing for the last time on November 4. He advised that he planned to depart “within six or eight weeks at farthest.” He gave those who had done business with him plenty of opportunities to spot his notice, as well as time to make arrangements for payment. He “begs they wou’d be so obliging as to wait on him at his Store for that Purpose, any Day within the said Time.”
Yet Barrell anticipated that he might need to make an additional investment to “discharge any Ballances.” He confided that he had “an utter Abhorrence of Law Suits.” To that end, he pleaded that no one would “lay him under the painful Necessity of impowering an Attorney” to pursue payment. After all, everyone would be much happier if they voluntarily settled accounts “with but little Trouble, and no charge.” In other words, his customers would find their purchases much more expensive, despite having received credit to acquire them initially, if they found themselves in the position of paying legal fees as well as the price of the merchandise. Like other merchants and shopkeepers, Barrell was polite but firm in making this point. Given his “utter Abhorrence of Law Suits,” those found themselves prosecuted to make payment would have only themselves to blame.