What was advertised in a colonial newspaper 250 years ago this week?
“Said PADDOCK has always a Number of second-hand Chaises to dispose of.”
Coachmaker Adino Paddock made a variety of appeals intended to incite demand for his products and services among readers of the Boston Post-Boy. He promoted his own expertise and the care that went into overseeing everything produced in his workshop. He emphasized his prices (“cheaper than in any other Province on the Continent”) and the fine customer service he provided (“those who employ him may depend upon being served in the best Manner”).
In a separate paragraph, Paddock included two final offers that likely look very familiar to modern consumers, especially anyone who has ever purchased a car. Not unlike today, owning a means of transportation in the eighteenth century was expensive. Paddock, like modern car dealers, offered means for potential customers to purchase his wares while reducing the costs, thus making owning carriage a more achievable goal for a greater number of colonists. While Paddock still addressed a relatively small market, only a portion of colonial Bostonians, he did what he could to bring in as many customers as possible.
Paddock underscored that he “has always a Number of second-hand Chaises to dispose of, very cheap.” Today many consumers purchase used cars because they are a less expensive alternative to new cars. In selling “second-hand Chaises,” Paddock became the eighteenth-century equivalent of a used car dealer.
He also indicated that he “will take old Chaises as part of Pay for new.” Trading in a car to offset the price of a new one has long been a standard practice, but this advertisement suggests that it was not especially innovative in the twentieth century. For significant investments in vehicles for personal transportation, coachmakers like Adino Paddock already devised a trade in system more than a century before automobiles were invented.