Textiles

October 10

Carl Robert Keyes Daily Advert Update , , , ,

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

Pennsylvania Evening Post (October 10, 1776).

“Excellent GREEN and BOHEA TEA.”

An advertisement in the October 10, 1776, edition of the Pennsylvania Evening Post alerted readers that a “SALE of a neat assortment of MERCHANDIZE, being the remains of a store,” would take place “at JOHN HART’s VENDUE store” on the following Tuesday.  The notice listed an array of textiles that rivaled many of the lists published in newspaper advertisements before the war, including “velvets and velverets, rattinets, shalloons, calimancoes, tammies, … white and embossed serges and flannels, chintzes, cottons, calicoes and printed linens.”  Eighteenth-century consumers could distinguish among that variety of fabrics and many more.

In addition to that “MERCHANDIZE,” the advertisement also highlighted “Excellent GREEN and BOHEA TEA.”  For a time, tea had been a prohibited item.  Patriots in Boston tossed tea into the harbor in December 1773 and made bonfires of tea in other communities to protest the duties and other regulations on colonial commerce imposed by Parliament.  Tea figured prominently in the Continental Association, a nonimportation and nonconsumption pact devised by the Second Continental Congress in the fall of 1774.  Advertisements for tea disappeared from American newspapers for a while, but circumstances changed once the war began.  Once the king declared the colonies in rebellion and ordered the closure of ports at the end of March 1776, nonimportation and nonconsumption testified to the effectiveness of the British blockade rather than the Continental Association.  In addition, some merchants claimed that they possessed tea that they smuggled into the colonies but did not have a chance to sell before the Continental Association went into effect.  On April 13, 1776, Congress allowed for selling and consuming tea.  Tea began to appear in newspaper advertisements once again, though not nearly as often as it had in the 1760s and early 1770s.  More tea hit the market as the result of privateers capturing British ships and their cargoes.  The advertisement for the sale of tea at Hart’s Vendue Store did not mention the origins of that tea, though the local committee of inspection may have cleared it for sale.

With the extensive list of textiles and the “Excellent GREEN and BOHEA TEA,” the advertisement for an upcoming sale of a “neat assortment of MERCHANDIZE” resembled advertisements that so frequently appeared in American newspapers before the war.  However sincere their political principles, consumers still desired all sorts of goods.  As the Continental Association eroded, they resumed their previous purchasing habits.

August 17

Carl Robert Keyes Daily Advert Update , , , , ,

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

Pennsylvania Ledger (August 17, 1776).

“PHILADELPHIA MANUFACTURE.”

In the summer of 1776, Samuel Wetherill took to the pages of the Pennsylvania Ledger to hawk a variety of textiles produced at his “Manufactory in South-street” in Philadelphia.  He offered “Woolens, Linnens, and Cottons, particularly Corded Dimity’s,” to consumers, giving them an alternative to fabrics imported from England.  He emphasized that he sold “domestic manufactures” with a headline that proclaimed, “PHILADELPHIA MANUFACTURE.”  Wetherill elaborated on that point by noting the “great expence” he had undertaken in his “improve manufactures among us” and, in turn, expected “the public encouragement” for his endeavor.

Wetherill was one of many advertisers who made some sort of “Buy American” appeal during the era of the American Revolution.  As T.H. Breen explains in The Marketplace of Revolution, calls to produce and purchase goods made in America began even before the imperial crisis.  As colonizers participated in the transatlantic consumer revolution, some noticed the imbalance of trade that emerged within a commercial empire organized around Britain producing goods and the colonies consuming those goods.  Once Parliament imposed new regulations on trade, especially duties on imported goods, and the colonies responded with boycotts of those goods, establishing and supporting the production of goods in the colonies became even more important.  When the Second Continental Congress devised the Continental Association, a nonimportation and nonconsumption agreement adopted throughout the colonies, the eighth article stated, “That we will, in our several Stations, encourage Frugality, Economy, and Industry; and promote Agriculture, Arts, and the Manufactures of this Country, especially that of Wool.”  Producing (and consuming) goods produced in America became even more important after the Continental Congress declared independence.

Wetherill did his part and he used an advertisement in the Pennsylvania Ledger to let prospective customers in Philadelphia and the region know that he did.  Along with his “attempt to improve manufactures among us” came a reciprocal obligation for consumers to give their “public encouragement” by purchasing the textiles that Wetherill and his employees produced “at his Manufactory.”  He presented an opportunity to acquire “PHILADELPHIA MANUFACTURE,” goods produced in their own city or state as a means of strengthening the local economy.

October 2

Carl Robert Keyes Daily Advert Update , , , , ,

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

Oct 2 - 10:2:1769 Massachusetts Gazette and Boston Post-Boy
Massachusetts Gazette and Boston Post-Boy (October 2, 1769).

“The approbation of all Free born Souls and true Sons of Liberty.”

Thomas Mewse, “Lately from England,” chose a good time to migrate to Boston and set up shop as a weaver. In the fall of 1769, he ran an advertisement to inform the residents of the city that he intended to produce a variety of textiles, everything from “CAMBLETS of all qualities” to “striped and featherd Broglios” to “plain Baragons.” Mewse made this announcement while the nonimportation agreement to protest the duties levied on certain goods by the Townshend Acts was still in effect. Merchants and shopkeepers vowed not to import textiles and most other consumer goods from London and other English ports, though they continued to sell those items imported before the nonimportation agreement went into effect. Still, neither wholesalers and retailers nor their customers had access to new merchandise, only inventory that had been stockpiled a year or more earlier in anticipation of the nonimportation agreement going into effect at the beginning of 1769.

Not only had those goods lingered on shelves or in storehouses for an extended period, they lacked the cachet of having been made in the American colonies. To address both the Townshend Acts and an imbalance of trade with Britain, colonists vowed to support “domestic manufactures,” goods produced in America, as an alternative to imported goods. Consuming American goods became a badge of honor; advertisers encouraged such thinking (and their own sales) by launching “Buy American” campaigns with greater frequency in the late 1760s. Mewse joined the chorus, proclaiming that his textiles would surely merit “the approbation of all Free born Souls and true Sons of Liberty.” He made a savvy pitch, both informing prospective customers that he made textiles and challenging them to display their commitment to the American cause by purchasing from him.

Lest consumers worry that Mewse’s domestic manufacturers were of inferior quality to imported textiles that had been sitting on shelves for many months, he trumpeted his credentials. The weaver had been “regularly brought up to all these and various other Manufactures in a Capital house.” That made him so confident in his training that he asserted that no other weavers in Boston possessed better qualifications; he “presume[d] that no one is better acquainted with the Arts and Misteries” of weaving grograms, calimancoes, lutestrings, and the many other fabrics listed in his advertisement. Mewse was “determin’d to turn goods out compleatly made and high finished.” Prospective customers, he seemed to promise, would be well satisfied – both as consumers and as patriots – when they chose to acquire textiles from him. He did not need to explicitly invoke the Townshend Acts, the nonimportation agreement, or the movement to encourage domestic manufactures. Such topics were so commonly discussed, in the press and in the town square, that prospective customers understood the full scope of the appeals Mewse advanced to market his wares.

June 13

Carl Robert Keyes Daily Advert Update , , ,

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

Jun 13 - 6:13:1769 Essex Gazette
Essex Gazette (June 13, 1769).

“Bengalls, Chints, striped Ginghams, and red & white striped Holland.”

Samuel Cottman advertised “a Variety of English Goods” in the June 13, 1769, edition of the Essex Gazette. To whet prospective customers’ appetite, he listed some of the items available at his shop, though his litany of goods was nowhere near as extensive as what appeared in George Deblois’s advertisement on the same page. That advertisement extended half a column, while Cottman’s filled a single square of text (the standard unit for purchasing advertising space in eighteenth-century newspapers). Still, Cottman named about a dozen kinds of textiles that customers would find among his merchandise. In the process, he engaged readers in a conversation about consumer culture that relied on specialized knowledge of the goods presented for their consideration.

Cottman offered several fabrics that customers could use to make “Men’s Waistcoats,” including “Bengalls,” “Chints,” “Ginghams,” and “Holland.” He also supplied “Gauze” for aprons and “Persians” for other uses. While some of these patterns remain familiar in the twenty-first century, most are not as widely recognized as they were in the eighteenth century … and they were certainly recognized by average readers and consumers. Cottman, Deblois, and others who advertised in the Essex Gazette and other newspapers throughout the colonies knew that their fellow customers spoke the language of consumer culture, especially when it came to textiles. They knew that prospective customers could distinguish among the several fabrics listed in Cottman’s advertisement as well as nearly a dozen others that Deblois included in his lengthier notice. Even if they could not afford certain fabrics or declined to purchase them because the patterns did not suit their tastes, readers knew the differences among the options presented to them and could easily envision them.

By modern standards, Cottman’s advertisement seems dull. It looks like a dense block of text that would have incited little interest in the goods he attempted to sell. Yet it must be considered according to how readers in the eighteenth-century would have read it. Few advertisements included any sort of visual images. Those that did usually did not feature depictions of the particular merchandise offered for sale; instead, crude woodcuts replicated shop signs or showed generic representations of commonly purchased items. No newspaper advertisement provided color images of fabrics or other goods. Instead, advertisers relied on the imaginations of readers. They deployed the expansive language of consumer culture as a means of invoking images that printing technologies of the time allowed them to deliver only through text. Eighteenth-century readers, well versed in the language of consumption, would have derived far more from Cottman’s advertisement than just the words on the page. It would have evoked vivid images of the many sorts of fabrics in his inventory.

July 7

Carl Robert Keyes Daily Advert Update , , , , , ,

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

Jul 7 - 7:7:1768 New-York Journal Supplement
Supplement to the New-York Journal (July 7, 1768).

“A fresh and complete assortment of the following goods, in the greatest variety and newest patterns.”

“WILLIAMS’s STORE, In Broad-Street, New-York, near the Exchange, facing the house of his Excellency Gen. GAGE” was so well know, or so the proprietor hoped to assert, that he did not need to list his full name in an advertisement that appeared in the supplement that accompanied the July 7, 1768, edition of the New-York Journal. Confident that readers already knew something of “WILLIAMS’s STORE” by reputation, the proprietor focused his efforts on enticing potential customers to visit his establishment.

Like many other merchants and shopkeepers, Williams devoted much of his advertisement to tantalizing consumers with a list of items from among his “fresh and complete assortment” or goods. He specialized in textiles, everything from “printed cottons and chintz for gowns and furnitures” to “Irish linens of all breadths and prices” to “Manchester velvets” to “Scotch oznaburghs.” Yet Williams did more than present a list of fabrics to capture the imagination. He also provided guidance for prospective customers before they even began navigating the list of textiles available at his store. He prompted them to associate terms like “greatest variety” and “newest patterns” with his merchandise. Even as readers imagined some aspects of his inventory, they could not do it justice since that “greatest variety” of “newest patterns” had arrived in New York “in the last ships.” This “fresh and complete assortment” required examination in person.

Williams further extended this invitation with a challenge to prospective customers to assess his prices. He declared that he charged “such prices as will, on inspection, convince all who understand goods, of his ability, and inclination not to be undersold.” He offered such bargains that his prices could not be beat by any of his competitors, but potential customers needed to visit his shop to confirm this themselves. He confidently proclaimed that their inspection of both his prices and his merchandise would satisfy customers.

Williams did not rely solely on an impressive list of imported textiles to coax consumers to visit his store. He presented the list to spark their imaginations, but he also sought to guide their musings with implicit instructions about how to read the list. He primed prospective customers to think about how they could acquire the “newest patterns” at the lowest prices. In the process, he invited readers to visit his store so they could experience even more pleasures – examine more patterns – than their imaginations could conjure.

March 10

Carl Robert Keyes Daily Advert Update , , ,

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

Mar 10 - 3:10:1768 Virginia Gazette Purdie and Dixon
Virginia Gazette [Purdie & Dixon] (March 10, 1768).
“SAGATHIES, duroys, grandurells.”

In March 1768, John Carter advertised dozens of items in stock at his store in Williamsburg, placing identical notices in the Virginia Gazette published by Alexander Purdie and John Dixon and the Virginia Gazette published by William Rind. His inventory included an array of textiles, among them “SAGATHIES, duroys, grandurells, … black silk satinet, black velverets, black and coloured jennets, silk damascus, … nankeen, India dimity, … [and] warpt and stript hollands.” The names of fabrics on this list seem incomprehensible to most twenty-first-century readers, but they would have been quite familiar to eighteenth-century readers and consumers throughout the British Atlantic world. Merchants and shopkeepers from New England to Georgia published similar lists in the advertisements they inserted in local newspapers.

Wholesalers and retailers distributed such lists with full confidence that their prospective customers understood this language of consumption. They knew that readers possessed such familiarity with imported textiles that they could make distinctions between, for instance, duroys and jennets, without needing additional explanation in the advertisements. They expected that consumers could assess the relative cost and quality of certain fabrics from the names alone. In turn, both sellers and prospective customers conceived of a hierarchy of textiles tied to the status of those who most often purchased or donned them. For example, they associated certain textiles, such as osnaburgs, with laboring and enslaved people, fully aware that middling sorts and the gentry had the means to avoid such coarse fabric.

Phrases like “blue cambrick handkerchiefs” and “yellow flowered serges for table covers” might not conjure particularly vivid images for modern readers, but they would have for the colonists who read Carter’s advertisement in the 1760s. Colonial consumers would have been able to imagine not only the appearance of these and other items but also how they felt to touch or to wear. This testifies to how actively colonists participated in the consumer revolution of the eighteenth century, acquiring both goods and knowledge of an extensive assortment of items available in the marketplace.

October 25

Carl Robert Keyes Daily Advert Update , , , , , ,

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

Oct 25 - 10:22:1767 Pennsylvania Gazette
Pennsylvania Gazette (October 22, 1767).

“A NEAT assortment of coarse, fine and superfine broadcloths.”

Readers of the Pennsylvania Gazette would have recognized Magdalen Devine’s advertisement at a glance even if it had not featured her name in capital letters. Why? Devine used a woodcut that depicted some of her merchandise. In so doing, she successfully branded her business, repeatedly inserting it along with extensive lists of the merchandise she stocked.

The Adverts 250 Project previously examined another advertisement Devine placed in the Pennsylvania Gazette in May 1767. The content changed significantly. Then, Devine announced that she had imported a variety of goods in the Carolina from London and the Peggy from Glasgow. In her new advertisements, she hawked goods that had recently arrived via the Mary and Elizabeth from London as well as “the last vessels from Liverpool and Glasgow.” Both advertisements listed hundreds of items potential customers would find among her inventory; although the types of goods were similar, she enumerated different items in each.

Some aspects of Devine’s advertisements remained consistent. In May and October she gave her address, “In Second-street, between Market and Chestnut-streets, the fourth door from the Quaker meeting-house,” and concluded by assuring readers that “she will sell at the lowest terms, for cash or short credit.” Yet the most significant feature of her advertisements had to have been the woodcut that appeared at the top, a woodcut that occupied as much space as some of the shorter advertisements in the Pennsylvania Gazette.

Devine deployed the woodcut as a brand to identify her business and distinguish it from others, but it also illustrated some of her merchandise. The shopkeeper sold all kinds of imported textiles; her advertisements filled half a column because she listed so many different styles, colors, and qualities of fabrics. Her woodcut provided visual affirmation of her inventory. It showed two rolls of patterned cloth (suggesting quantity) flanked by swatches that revealed distinctive patterns (suggesting fashion).

Commissioning a woodcut would have been an additional expense for Devine, but the length and frequency of her advertisements indicate that she was willing to invest in advertising. She likely considered the woodcut a good investment since it immediately identified her advertisements whenever they appeared in the pages of the Pennsylvania Gazette, the newspaper that usually included more advertising (including a two-page supplement) than any other newspaper printed in the American colonies in the 1760s. Devine relied on standard marketing appeals throughout her advertisements, but her woodcut attracted attention and distinguished her marketing efforts.

September 27

Carl Robert Keyes Daily Advert Update , , , , , ,

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

Sep 27 - 9:24:1767 New-York Gazette Weekly Post-Boy
New-York Gazette: Or, the Weekly Post-Boy (September 24, 1767).

“A Variety of other Articles suitable for this Market, and especially for Shop-keepers in the Northern Parts of the Colony.”

As spring turned to fall and colonists anticipated the arrival of winter in 1767, Philip Livingston inserted an advertisement for “A Very neat Assortment of Woollens, suitable for the Season” in the New-York Gazette: Or, the Weekly Post-Boy. In placing this notice, Livingston did not seek the patronage of end-use consumers; instead, he acted as a wholesaler in distributing imported textiles to retailers to sell to customers in their own shops throughout the colony. After listing a variety of fabrics (most of them in an array of colors), he described them as “suitable for this Market and especially for Shop-keepers in the Northern Parts of the Colony.” The merchant wanted potential customers to know that if they acquired his woolens and “other Articles” that the merchandise would not just sit on the shelves.

Livingston’s advertisement also demonstrates the wide distribution of newspapers in the late colonial period. He inserted his notice in a newspaper printed in New York City, confident that “Shop-keepers in the Northern Parts of the Colony” would see it. At the time, printers in the busy port published four newspapers: the New-York Gazette and the New-York Mercury on Mondays and the New-York Gazette: Or, the Weekly Post-Boy and the New-York Journal on Thursdays. Livingston placed the same advertisement in all four publications, realizing that was the most efficient way to communicate with shopkeepers in towns beyond the city. After all, the four newspapers printed in New York City were the only newspapers published in the colony in 1767. Livingston did not have the option of buying advertising space in hometown publications because the four newspapers emanating from New York City were the local newspapers for residents throughout the entire colony! Subscribers beyond the city received copies delivered by post riders. After delivery, issues passed from hand to hand. Individual retailers “in the Northern Parts of the Colony” might not have access to each of New York’s newspapers during any given week, but Livingston knew that they likely would see at least one.

In distinguishing among the various components of colonial newspapers it might be tempting to view the news items as general interest for any reader but advertisements as limited to local markets. That, however, would not be an accurate assessment of many of the advertisements in eighteenth-century newspapers. Many advertisers – both wholesalers and retailers – sought to cultivate customers in towns beyond the cities where newspaper were published. The extensive distribution networks for colonial networks made that possible.

May 5

Carl Robert Keyes Daily Advert Update , , , ,

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

May 5 - 5:5:1767 South-Carolina Gazette and Country Journal
South-Carolina Gazette and Country Journal (May 5, 1767).

“An entire new fabrick.”

Shopkeepers frequently advertised that they stocked goods, especially materials for making apparel, which were “suitable to the season.” On occasion, they noted that they carried items especially appropriate for the climate of a particular region, whether the heat and humidity in southern colonies or the cold and chill in their northern counterparts.

Thomas Fell, a tailor in Charleston, expanded on that sort of appeal in an advertisement in the South-Carolina Gazette and Country Journal. He informed potential customers that he had just imported “A Compleat assortment of summer cloths and trimmings,” but he did not stop there. To incite curiosity and demand, he claimed that his wares were made “of an entire new fabrick, and the first of the kind ever imported into America.” Compared to more familiar textiles, this one was “much thin[n]er, and certainly fitter than any for a hot country.” As he made a pitch particular to residents of Charleston and its hinterland, the tailor neglected to name this wonderful new textile.

Lest his claims seem too good to be true, Fell resorted to other appeals to reassure customers. He described the fabric as “equal in fineness with the best superfine cloth.” His clients would not have to sacrifice quality for comfort. His inventory originated “from as good Manufactures as any in England.” He also underscored that this wonderful new material was not excessively expensive. Thanks to the relationships he cultivated with the producers, this “entire new fabrick” was as affordable as any other. Customers would not have to pay a premium for clothing materials “fitter than any for a hot country.”

Thomas Fell marketed a novelty product, but one that was exceptionally useful and suited to the clients he hoped to attract. His advertisement likely evoked both curiosity and skepticism; either reaction could draw potential customers into Fell’s shop to examine his “entire new fabrick” and decide for themselves the validity of his claims.

March 30

Carl Robert Keyes Daily Advert Update , , , ,

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

Mar 30 - 3:30:1767 Boston Evening-Post
Boston Evening-Post (March 30, 1767).

“Coarse & fine Broad Cloths, Bearskins, … German Serges, … Shalloons, … Checks, … Paper for Rooms.”

Elias Dupee planned to sell a variety of goods to the highest bidders at the “New Auction Room in Royal Exchange Lane” in Boston. A dozen or so different kinds of textiles accounted for half of the items he listed in his advertisement, but he also had everything from footwear to furniture on offer for curious consumers, including “Paper for Rooms.” What did Dupee mean by this strange entry? He promoted an item that we now know as wallpaper.

Imported “Paper for Rooms” (or paper hangings, as they were also known in the colonial and Revolutionary eras) entered the American marketplace in the seventeenth century, but wallpaper became increasingly popular during the consumer revolution of the eighteenth century. In many ways it was quite appropriate for Dupee to sell “Paper for Rooms” alongside an assortment of textiles, especially given that the production of textiles and wallpaper were closely linked. In Wallpaper in America, Catherine Lynn states, “By the early eighteenth century, specialists in block-printing, many of whom had learned their craft decorating textiles, took over wallpaper production from book printers, and textile patterning came to dominate wallpaper design.”[1] An emerging wallpaper trade drew on the expertise of textile designers who had mastered techniques for repeating elements in their patterns. Further facilitating this development, “the same blocks could be used to print on papers as well as on woven fabrics.”[2]

Like the textiles in Dupee’s advertisements, the “Papers for Rooms” would have been imported. Lynn notes that “English styles … dominated the pre-revolutionary wallpaper market in America.”[3] Although the Acts of Trade and Navigation played a role, they probably were not the final or most important factor. English paper hangings were better quality than those produced elsewhere in Europe. Not until the late eighteenth century did French wallpaper equal those produced in England. In the 1780s and 1790s, American advertisers disputed the relative merits of English and French paper hangings compared to those produced in the fledgling United States. For Dupee’s customers in 1767, however, fashion and quality dictated purchasing “Papers for Rooms” produced in England.

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[1] Catherine Lynn, Wallpaper in America: From the Seventeenth Century to World War I (New York: W.W. Norton, 1980), 30.

[2] Lynn, Wallpaper in America, 30.

[3] Lynn, Wallpaper in America, 25