What was advertised in a revolutionary American newspaper 250 years ago today?
“HAIR-DRESSERS … The Business is still carried on in the same Shop.”
William Knight, a “PERUKE MAKER and HAIR DRESSER,” placed advertisements for the wigs he made and the services he provided on several occasions. In the January 22, 1773, edition of the New-Hampshire Gazette, for instance, he announced that he “open’d SHOP near LIBERTY BRIDGE” in Portsmouth, where he will be ready to serve any Persons on reasonable Terms.” Six months later, he established a partnership with Peter Man. On July 30, they published an advertisement to advise prospective clients that they “carry on their Business in all its Branches, at their Shop on the Parade in Portsmouth.” They continued together for nearly two years, but as the Revolutionary War began Man and Knight decided to part ways.
That prompted another newspaper advertisement, one that deployed standard language for such circumstances. Upon “having agreed to dissolve the Partnership which was between them,” they called on “all Persons with whom they have Accounts open to close them as soon as possible.” They did not indicate why they ended their partnership, though perhaps Knight retired or moved to another town. He did not place any more advertisements in the New-Hampshire Gazette. Man, on the other hand, used the notice about the partnership ending for a second purpose. With a manicule to draw attention, he proclaimed, “The Business is still carried on in the same Shop, on the Parade and constant Attendance given.” Even as one iteration of the business closed, Man hoped to maintain the clientele that he and Knight had established over the past two years as well as attract new customers for wigs and styling.
He was not the only one to advertise such services. In an advertisement for the inn that he operated in nearby Greenland, John Williams added a nota bene to inform “Amy Gentlemen Travellers inclining to have their Hair or Wigs dressed before they go to Town, may have it done by said WILLIAMS in the genteelest and most fashionable Manner.” Even as the New-Hampshire Gazette carried the “Freshest ADVICES FOREIGN AND DOMESTIC” about the imperial crisis, advertisers catered to ladies and gentlemen who wanted their hair or wigs presentable for appearing in public.