What was advertised in a colonial American newspaper 250 years ago today?
“Such Articles as the Resolutions of the Inhabitants of this Province will admit of.”
As summer turned to fall in 1770, Brian Cape advertised “a tolerable Assortment of Goods” for sale in the South-Carolina Gazette. This unusual description, “a tolerable Assortment,” had at least two meanings. Like their counterparts in Boston, New York, and Philadelphia, the merchants of South Carolina enacted nonimportation agreements to protest duties imposed on certain imported goods by the Townshend Acts. Cape assured prospective customers that he carried “such Articles as the Resolutions of the Inhabitants of this Province will admit of.” In that sense, his merchandise was “tolerable” according to the standards adopted by the community. It was also “tolerable” in the sense that it was as extensive as could be expected under the circumstances. Consumers grew accustomed to vast arrays of choices in the eighteenth century. Nonimportation agreements constrained those choices, but Cape suggested that the ability and pick and choose had not been eliminated at his shop.
He also vowed that prospective customers would not encounter exorbitant prices for his “tolerable Assortment of Goods” as the result of scarcity caused by the nonimportation agreement. Indeed, scarcity may have been a relative term since many merchants and shopkeepers seized the opportunity to sell inventory that had lingered on their shelves and in their storerooms. Cape asserted that he sold his wares “at moderate Prices” that were fair to consumers. He also included a nota bene that offered a special bargain: “Ten per Cent will be discounted for ready Money.” In other words, he rewarded customers who paid in cash rather than credit with significant savings. Credit was one of the primary features that made the consumer revolution possible in the eighteenth century, yet it could be tricky to manage. Merchants and shopkeepers frequently placed advertisements calling on customers to settle accounts or face legal action. Cape presented an opportunity to avoid future troubles by paying with “ready Money” from the start.
Compared to modern marketing campaigns, eighteenth-century advertisements have sometimes been dismissed for being so straightforward as to be merely announcements of goods for sale. That approach underestimates the appeals that advertisers worked into their notices in their attempts to entice customers to visit their shops. Cape addressed both price and politics in his advertisement in 1770, incorporating issues that resonated with consumers at the time.