What was advertised in a colonial American newspaper 250 years ago today?
“Their assortment is as compleat as most in the province.”
In an advertisement in the January 11, 1774, edition of the South-Carolina Gazette and Country Journal, George Cooke and Company informed prospective customers that they recently imported a “fresh SUPPLY of GOODS” from London on the Portland. Their merchandise included “very fashionable brocades” and other textiles, “men and boys fine beaver hats,” “womens black and coloured satin hats,” “all sorts of gloves and mitts,” “hosiery of all kinds,” and “a great variety of other goods.”
Cooke and Company competed in Charleston’s bustling marketplace. John Webb advertised a similar inventory, as did Z. Kingsley and Samuel Gordon. Other merchants and shopkeepers placed advertisements in the city’s other newspapers, the South-Carolina Gazette and the South-Carolina and American General Gazette. Many did not advertise in the public prints, relying instead on other means of attracting customers to their stores and shops. Consumers had many choices for acquiring goods in the busy port.
Realizing that was the case, Cooke and Company strove to convince readers that they offered a selection as extensive as those they would find just about anywhere else in Charleston or the rest of the colony. The items they just received from the Portland supplemented previous shipments. Those “several late importations from London and Bristol” made their assortment of goods “as compleat as most in the province.” Customers did not need to go from shop to shop, looking for wares that appealed to them, when Cooke and Company stocked just about anything they could imagine.
Webb, Kingsley, and Gordon all demonstrated some of the choices they offered to consumers by listing dozens of items in their advertisements, each of them indicating that they carried much more than they could include in newspaper advertisements, yet Cooke and Company alone in that issue of the South-Carolina Gazette and Country Journal provided assurances that few if any of their competitors surpassed the selection at their shop. Whether or not that swayed any prospective customers, Cooke and Company attempted to give their enterprise an advantage over the marketing undertaken by other merchants and shopkeepers.