What was advertised in a colonial American newspaper 250 years ago today?
“All which were imported before the 1st Day of December.”
As February 1775 came to a close, Richard Wibirt Penhallow took to the pages of the New-Hampshire Gazette to advertise a variety of items he offered for sale “at the Warehouse on Long-Wharfe, (lately occupied by Mr. Jacob Sheafe jun.)” in Portsmouth. He had nails, sugar, frying pans, blankets, twine, and fishing hooks, “together with many other Articles.” Penhallow concluded his notice by informing readers that all his wares “were imported before the 1st Day of December.”
Why would prospective customers, readers of the New-Hampshire Gazette, or the public care when Penhallow imported the goods that he sold in February 1775? In clarifying when he received his merchandise, Penhallow acknowledged current events, including the Continental Association that went into effect on December 1 and the imperial crisis that intensified as Parliament passed and enforced the Coercive Acts in response to the Boston Tea Party. The Continental Association, a nonimportation, nonconsumption, and nonexportation agreement devised by the First Continental Congress and adopted throughout the colonies, called for boycotting imported goods until Parliament repealed the Coercive Acts. Colonizers attempted to use economic means to achieve political ends.
Not wishing to run afoul of the local Committee of Inspection, Penhallow emphasized when he received the goods that he advertised. He also indicated that he sold then “cheap for CASH only.” In addition to alerting prospective customers that he would not extend credit in those troubling times, he also signaled that he abided by the provision of the Continental Association that prohibited merchants, shopkeepers, and others from engaging in price gouging. “Venders of Goods or Merchandise,” the ninth article specified, “will not take Advantage of the Scarcity of Goods that may be occasioned by this Association, but will sell the same at the Rates we have been respectively accustomed to do for twelve Months last past.” Those who did jack up their prices could expect consequences. Supporters of the Association would not “deal with any such Person … at any Time thereafter, for any Commodity whatever.”
With a few carefully selected words in his advertisement, Penhallow communicated that he understood and abided by the Continental Association. In turn, prospective customers could acquire merchandise from him without worrying that they violated the pact. Similarly, he could remain in good standing in his community.