What was advertised in a colonial American newspaper 250 years ago today?
“BOard and Deck NAILS, here manufactur’d.”
Noah Parker depended on the public’s familiarity with current events when he placed his advertisement for “NAILS” in the July 21, 1769, edition of the New-Hampshire Gazette. For more than a year, colonists in New England and beyond had been addressing two significant issues at the intersection of commerce and politics: a trade imbalance with Great Britain and new laws enacted by Parliament that levied duties on certain goods imported into the colonies. Merchants, shopkeepers, artisans, and others devised remedies for the situation. First, they called for the encouragement of “domestic manufactures” or local production of goods usually imported. To be effective, local production required local consumption, making all colonists responsible for successful outcomes as producers, consumers, or both. Purchasing domestic manufactures kept money within the colonies and prevented funds from flowing to the other side of the Atlantic. These efforts became enmeshed with nonimportation agreements adopted in protest of the Townshend Acts. By refusing to import goods until Parliament repealed the offensive acts, colonists aimed to exert economic pressure to achieve political purposes. Domestic manufactures were an important alternative to imported goods, especially once committees formed to enforce nonimportation agreements.
In the 1760s, nails almost invariably appeared among the imported hardware listed in newspaper advertisements from New England to Georgia. Even merchants and shopkeepers who did not stock much other hardware frequently noted that they stocked nails at their shops and stores. Parker presented an alternative for both retailers and consumers, proclaiming that his “BOard and Deck NAILS” were “here manufactur’d.” Realizing that prospective customers were often skeptical of the quality of locally produced goods, he offered assurances that these nails “have been proved far to exceed any imported.” Not only were these nails as good as any imported from England, they were better! How could customers go wrong by acquiring domestic manufactures that exceeded their imported counterparts in quality? Parker did not belabor the point, likely considering it unnecessary. After all, tensions between Parliament and the colonies were the talk of the town and the subject of article after article in the public prints. Though succinct, Parker’s advertisement resonated with public discussions about the significance of domestic manufacturers and nonimportation agreements.