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

“Hopes to be able, if duly encouraged, shortly to supply the Country.”

In an advertisement in the January 26, 1770, edition of the New-London Gazette, Aaron Cleveland made some big claims about the hats that he made at his “FELT MANUFACTORY” in Norwich. He asserted that his hats would “out wear any Three of the same Price that are Imported,” a bold statement about the quality and durability of his goods produced in the colonies compared to more familiar alternatives shipped from the other side of the Atlantic.

Although Cleveland stated that he placed his advertisement “to acquaint the Publick” of his new enterprise, he made particular overtures to “the Merchants in the several adjacent Towns,” apparently hoping to sell in volume to others who would then assume the risk and responsibility for further distributing his felt hats and retailing them to consumers. Nonetheless, he accepted all sorts of customers, selling the hats “Singly or by the Dozen.”

Cleveland testified that he wanted to do his part to serve the colonies in their efforts to leverage commerce for political purposes. In protest of the duties Parliament imposed on imported paper, glass, lead, paint, and tea in the Townshend Acts, colonists adopted nonimportation agreements and pledged to support “domestic manufactures” as a means of reducing their reliance on Britain for goods that they needed or wanted. Cleveland suggested that the quality of his felt hats provided “sufficient Argument for his Encouragement, without mentioning the Inconveniences attending Importation,” yet in even alluding to imported goods he encouraged both retailers and consumers to consider the political implications of their decisions about acquiring inventory and making purchases. Cleveland could do his part for the cause only “if duly encouraged.” The successful production of goods in the colonies, the encouragement of domestic manufactures, required a receptive market comprised of consumers who purchased those wares. Cleveland challenged readers to consider their responsibilities, indeed their duty, as consumers in the political battle waged against Parliament.