December 4

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

Dec 4 - 12:1:1768 Pennsylvania Gazette
Pennsylvania Gazette (December 1, 1768).

“David Nelson returns his sincere thanks to the PUBLIC.”

When David Nelson opened “his new STORE, next door but one to the Rose and Crown, in High-street, Wilmington,” he placed an advertisement in the Pennsylvania Gazette. Although published in Philadelphia, that newspaper served both local and regional audiences. Colonists in Delaware, Maryland, New Jersey, and cities and town in Pennsylvania beyond the busy port read the Pennsylvania Gazette and inserted advertisements in it. Nelson most likely did not anticipate gaining any customers from Philadelphia, but he knew that the Pennsylvania Gazette was one of the newspapers that residents of Wilmington and the surrounding area regularly read, in the absence of any printed locally.

Like many other merchants and shopkeepers, Nelson provided a short list of merchandise he sold. His “VARIETY OF GOODS” included textiles (“velvets and velverets, serges, flannels, camblets, shaloons, tammies, durants, calimancoes,” and others), adorments (“knee and shoe buckles, mohair and metal buttons”), and groceries (“sugar and melasses”). Yet Nelson offered only a preview of his inventory, enticing prospective customers with a promise that he also stocked “a variety of other GOODS, too tedious to enumerate.” Those who visited his store would encounter many other wonders.

In addition to promoting his wares, Nelson inserted a nota bene that expressed his appreciation for those who had already patronized his new store. He “returns his sincere thanks to the PUBLIC, for the encouragement he has already had, and hopes for their further favours.” Many colonial merchants and shopkeepers acknowledged their customers in their advertisements. Doing so served two purposes. It encouraged those who had already made purchases to return, but it also communicated to others that their friends and neighbors shopped at that store. Especially since Nelson operated a “new STORE,” providing early indications of its success may have helped to convince other prospective customers to make a visit and examine the goods on offer. Even if Nelson had not yet done much business at that location, he attempted to make his store seem popular to the public. His expression of gratitude suggested that customers already appreciated the “variety of GOODS, too tedious to enumerate,” that he “sold at the lowest prices.”