May 28

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

Essex Gazette (May 28, 1771).

“Any that will favour him with their Custom my depend upon being used as well as they can be at any Store upon the Continent.”

In an advertisement that extended nearly an entire column in the May 28, 1771, edition of the Essex Gazette, Nathaniel Sparhawk, Jr., listed dozens of items available “at his Store next to the Rev. Doctor Whitaker’s Meeting-House.”  Other advertisers also provided lengthy lists of their merchandise, but none of them as long as the description of the “general Assortment of English and India GOODS” that Sparhawk carried.  To further underscore the multitude of choices, he concluded the list with “&c. &c. &c. &c. &c.”  Advertisers frequently inserted the eighteenth-century abbreviation for et cetera once, twice, or even three times to suggest that the amount of space in their advertisements was not sufficient for cataloging all of their wares.  Sparhawk was even more intent on making that point.

He also enhanced his notice with a nota bene directed to wholesalers.  Like many other advertisers, he sold his goods “by Wholesale or Retail.”  Most who did so did not make special overtures to customers who wished to buy in volume.  Sparhawk, on the other hand, advised “all those that deal in the Wholesale Way, that they may be assured that his Goods come from one of the best Houses in LONDON.”  The merchant sought to assure shopkeepers, tailors and milliners who purchased textiles and accessories, and other retailers that he carried goods of the highest quality and most current fashions.  Sparhawk’s customers did not need to fear that their own customers and clients would reject this merchandise.  Furthermore, the merchant aimed to cultivate good relationships with retailers.  He expressed a desire “to sell chiefly by Wholesale,” pledging that “any that will favour him with their Custom my depend upon being used as well as they can be at any Store upon the Continent.”  Sparhawk had many competitors, not only in Salem, but also in nearby Boston.  For the right prices, retailers might have even looked to Portsmouth, New Hampshire, and beyond.  The merchant proclaimed that doing so was not necessary, that he provided service that equaled any in the colonies.  In return for their custom, “their Favours shall ever be gratefully acknowledged.”

Sparhawk deployed several strategies to attract customers, especially those who wished to make wholesale purchases with the intention of retailing those items.  He underscored the extensive choices available among his merchandise, both through a lengthy catalog of goods and a hyperbolic expression of just how many items did not fit in his advertisement.  He also made a point of describing his own supplier as “one of the best Houses in LONDON,” bestowing even greater cachet on his merchandise.  In addition to promoting his goods, Sparhawk also promised superior customer service in his efforts to attract retailers as customers.

February 10

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

New-York Journal (February 7, 1771).

“A great many other articles, suitable for traveling merchants.”

John Watson, a merchant, sold a variety of goods at his store on Cart and Horse Street in New York.  In an advertisement in the February 7, 1771, edition of the New-York Journal, he listed dozens of items ranging from textiles to “Mens and womens shoes” to “Men, women and boys, best silk gloves and mitts” to “Table spoons, and best Holland quills.”  This catalog of goods, arranged in two columns, presented consumers an array of choices that Watson hoped would entice them to visit his store and make selections according to their tastes.  He also promised that they would encounter an even greater assortment of merchandise, “a great many other articles … too tedious to enumerate.”  Many merchants and shopkeepers who emphasized consumer choice with their lengthy litanies of goods doubled down on that appeal by proclaiming that even with as much space as their advertisements occupied in colonial newspapers it still was not enough to do justice to everything in their inventories.

Watson did not address consumers exclusively.  He declared that he sold his wares “wholesale or retail,” supplying shopkeepers, peddlers, and others who purchased to sell again as well as working directly with consumers.  He noted that he stocked goods “suitable for traveling merchants” to carry to smaller towns and into the countryside.  Participating in the consumer revolution of the eighteenth century was not a privilege reserved for residents of the largest port cities.  Colonists did not need to live in New York and visit Watson’s store in order to purchase the fabrics, ribbons, buttons, snuff boxes, playing cards, and other items he imported and sold.  Instead, those who lived at a distance made purchases via the post or at local shops or from peddlers and “traveling merchants” who helped in distributing consumer goods beyond the major ports.  Bustling cities like New York, Boston, Charleston, and Philadelphia certainly had higher concentrations of shops, affording ready access to consumer goods to local residents, but those places did not have monopolies when it came to the rituals of consumption.  Watson, like many other merchants, used newspaper advertising for multiple purposes, seeking to incite demand among local customers while simultaneously distributing goods to retailers and peddlers who made them available to even greater numbers of customers.

December 12

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

Supplement to the New-York Gazette and Weekly Mercury (December 10, 1770).

“Goods of the best qualities, and newest patterns.”

George Fenner stocked a variety of textiles and clothing at his store on Broad Street in New York.  In an advertisement that he inserted several times in both the New-York Gazette and Weekly Mercury and the New-York Journal in November and December 1770, he listed “PRINTED cottons and lines of the finest colours,” “handkerchiefs of all sorts,” “linen and cotton checks,” “men and boys ready made clothes,” “womens scarlet cardinals,” and “felt and castor hats” along with an array of other merchandise.  Yet that was not an exhaustive catalog of his inventory.  Fenner advised prospective customers that he also carried “many other articles in the linen and woollen draper, too tedious to insert.”  If readers wanted to know what other items the merchant made available then they would have to visit his store.  He whetted their appetites by mentioning only some of his wares.

Fenner directed his advertisement to shopkeepers and others who wished to purchase by volume.  He noted that he sold his goods wholesale “at a very small profit.”  In other words, his markup was low enough that his buyers could still charge competitive retail prices at their retail shops.  He also attempted to incite interest in his merchandise by declaring that his customers “may depend upon having goods of the best qualities, and newest patterns.”  He realized that retailers would reiterate such appeals to their own customers when they marketed clothing and textiles.  To convince prospective buyers that he did indeed provide the “newest patterns,” Fenner opened his advertisement with a proclamation that he had “Just arrived from LONDON,” the largest and most cosmopolitan city in the empire.  Accordingly, he had been on the scene to assess for himself which patterns were currently in fashion.  Retailers who dealt with him could assure their own customers that they could choose from among the latest trends.

Fenner had several goals in constructing his advertisement.  He sought to convince retailers that he had an impressive inventory that warranted a visit to his store to select among the clothing and textiles he offered at wholesale prices.  At the same time, he needed to convince prospective buyers that these wares had good prospects for retail sales.  In so doing, he made appeals to price, quality, and fashion to reassure retailers that they would be able to sell these items to consumers.

July 5

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

Jul 5 - 7:5:1769 Georgia Gazette
Georgia Gazette (July 5, 1769).

“He will sell so as shopkeepers can afford to retail them again.”

When watchmaker Christopher Syberry announced to the public that he “lately set up his business” in Savannah in 1769, he also informed prospective customers that he simultaneously sold a variety of goods. His inventory included “fine hyson tea, garnet necklaces of different prices, best wax beads for ladies, some black silk lace, Barcelona handkerchiefs, the best sort of silk velvet, silk gimps of different colours, fine pigtail tobacco, snuff in bottles, and papered tobacco.” Selling these items provided an additional revenue stream in case Syberry could not drum up enough business to support himself cleaning and repairing clocks and watches.

Syberry made it clear that he did not merely retail the items listed in his advertisement; he also acted as a wholesaler who distributed goods to shopkeepers in the small port and throughout the rest of the colony. He did not emphasize price as much as many other advertisers during the period, but he did pledge to sell his wares “so as shopkeepers can afford to retail them again.” Although unstated, this may have included discounts for purchasing in volume. Syberry implicitly presented himself as an alternative to merchants in England who fulfilled orders by letter. Shopkeepers who opted to acquire goods from him gained the advantage of examining the merchandise in his shop and choosing those items they considered good prospects for retailing themselves. Syberry emphasized quality in his advertisement, repeatedly describing items as “fine” or “best,” but shopkeepers did not have to accept his assessment. They could examine those goods before buying them to retail. Those who visited Syberry’s shop saw and selected their wares rather than describing what they wished to order in a letter or instructing correspondents to send the latest fashions and then hoping for the best.

Other colonists who advertised similar goods in the Georgia Gazette operated as both merchants and shopkeepers, wholesalers and retailers, but Syberry distinguished his business by explicitly addressing shopkeepers and assuring them that he offered reasonable prices for his wares so they could “retail them again.” He may have anticipated that shopkeepers would make more substantial purchases than consumers, providing greater security for an entrepreneur who had “lately” launched a new enterprise in Savannah.

November 27

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

Nov 27 - 11:24:1768 New-York Journal Supplement
Supplement to the New-York Journal (November 24, 1768).

He does not Doubt but their Cheapness will be sufficient Recommendation to Traders and Shop Keepers to become his Customers.”

Like many other advertisements in the New-York Journal and other newspapers published throughout the colonies, John Thurman’s notice listed “a large Assortment of Goods” that he imported and offered for sale. Shopkeepers who dealt directly with end-use consumers placed many of those advertisements, but merchants who sold wholesale placed similar notices. Advertisers sometimes made it clear whether they parted with their wares wholesale, retail, or both, but not always. Abeel and Vynack, for instance, explicitly stated that they sold “wholesale and retale,” but Edward Laight did not mention which methods he practiced. Laight was not alone. Many eighteenth-century newspaper notices did not indicate what types of buyers the advertisers sought, though that may have been considered unnecessary since many readers already would have been familiar enough with local merchants and shopkeepers to distinguish between them when perusing their advertisements.

Even under those circumstances, some advertisers did address particular sorts of customers, especially in the process of advancing other appeals intended to make their merchandise more attractive. Thurman, for instance, believed that the low prices he set for his goods “will be sufficient Recommendation to Traders and Shop Keepers to become his Customers.” He explained that he sold textiles, adornments, and other wares “at the lowest Rates.” He was able to do so because “he purchased the Goods himself from the Manufactories.” In other words, he bypassed English merchants, the middlemen notorious for passing along higher prices to colonial consumers. By dealing directly with the producers, Thurman kept prices down for both retailers and, ultimately, their customers.

Given the distribution of the New-York Journal and other colonial newspapers, advertisers like Thurman addressed “Traders and Shop Keepers” in towns and villages as well as retailers in busy port cities. Those who did not live in the vicinity of Thurman’s “Store in Wall-Street” in New York may not have been as familiar with his status as a wholesale rather than retailer. Making it clear that he sought customers who wished to buy in volume for resale may not have been necessary as far as his neighbors were concerned, but essential in cultivating a wider market for his merchandise. Explaining that he kept prices low by eliminating English merchants from the distribution chain may have made his wares more attractive to country “Traders and Shop Keepers” looking to acquire inventory from merchants in the city. Thurman certainly made more effort to entice them with his explanation of his supply chain than Abeel and Vynack did when they simply stated that “they prose selling reasonably, wholesale and retale.”

May 9

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

May 9 - 5:9:1768 New-York Gazette Weekly Mercury
New-York Gazette and Weekly Mercury (May 9, 1768).

Most of which are suitable for the North-river and Albany trade.”

Although Erasmus William’s advertisement in the May 9, 1768, edition of the New-York Gazette and Weekly Mercury did not discourage or exclude retail sales, it did focus primarily on further distributing imported goods by offering to sell to merchants and shopkeepers wholesale. Williams reported that he had just received “A very large and new assortment of European and India goods” via “the Snow Amelia, Capt. Sinclair.” The merchant proposed specific customers for many of the textiles, especially the “great number of printed and furniture cottons.” He stressed that they were “suitable for the North-river and Albany trade.” Since the newspapers published in New York served the entire colony, he had a reasonable expectation that potential buyers from far beyond the city would see his advertisement and possibly contact him to refresh their inventories.

Williams also directly addressed prospective customers who might wish to buy in bulk, pledging that “Any merchant, store or shop-keeper, inclining to purchase the whole or any large quantity” would get a real bargain. He explained that an associate in London, a “competent judge” of the merchandise, had negotiated a deal and paid for the goods in cash. In turn, this allowed Williams to pass along the savings to his own customers, especially those interested in relieving him of significant quantities all at once.

Most merchants who placed advertisements for consumer goods in eighteenth-century newspapers did not explicitly specify that they intended to sell their wares wholesale. Some likely assumed that readers already knew which advertisers were wholesalers and which were retailers. Williams, on the other hand, made it clear that he intended to sell “the whole” or a large quantity in a single transaction. He also imagined the further distribution of the assortment of goods he had just imported, envisioning that they would be transported beyond New York, a busy port city. The consumer revolution of the eighteenth century was not confined to the urban centers on the Atlantic coast. Instead, merchants like Williams and the shopkeepers and other traders that did business with him in other parts of the colony helped facilitated the expansion of consumer culture to towns and villages and beyond.

September 27

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.

September 1

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

Sep 1 - 9:1:1767 South-Carolina Gazette and Country Journal
South-Carolina Gazette and Country Journal (September 1, 1767).

“GODREY & GADSDEN, Will exchange the following GOODS.”

Godfrey and Gadsden’s dense list-style advertisement resembled many other inserted in the South-Carolina Gazette and Country Journal and newspapers throughout the colonies in the second half of the eighteenth century. The partners enumerated dozens of imported items, everything from textiles to housewares to hardware, and concluded with “&c.” (etc.) to suggest an even greater array of merchandise than what could be squeezed into their advertisement.

Their advertisement differed from most others, however, in one significant aspect. Godfrey and Gadsden were not seeking customers. They did not offer their assortment of goods directly to colonial consumers. Instead, they stated that they “Will exchange the following GOODS … for such others as they have occasion for.” The partners intended this notice for fellow merchants who imported a similar, yet slightly different, variety of goods and now wished to further diversify their wares. Perhaps they also sought shopkeepers who had obtained surpluses of certain items and looked for opportunities to reduce their inventory through such exchanges. They may have also had their eye on the export market, trading imported goods for local commodities that they could then transport to other ports around the Atlantic. Whatever the possibilities, Godfrey and Gadsden did not address end-sue consumers in their advertisement.

This illustrates that even though the format looked quite similar to other commercial notices advertisers sometimes envisioned very different purposes for their advertisements. They turned to the advertising pages of weekly newspapers to conduct business along multiple trajectories, rather than exclusively pursuing potential customers engulfed in the consumer revolution. The “black silk and cotton gauze” and “large bell lamps for halls and stair-cases” and “parrot cages” and “gilt Morocco leather prayer books” eventually found their way into the homes of consumers, but Godfrey and Gadsden’s advertisement helps to demonstrate the circuitous route. Rather than a direct transatlantic supply chain from English producer to English merchant to American shopkeeper to American consumer, imported goods often passed through many other hands and were part of numerous additional commercial exchanges before consumers purchased them.

June 21

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

Jun 21 - 6:19:1767 South-Carolina and American General Gazette
South-Carolina and American General Gazette (June 19, 1767).

“Will be sold 10 per cent. under the common advance.”

John Davies paid attention to quality and, especially, price in his advertisement for imported Irish linens and other textiles in the South-Carolina and American General Gazette. He encouraged customers to buy in volume as a means of lowering prices as he targeted retailers who needed “to supply themselves … to sell again.” Although he did not specify specific rates for most of his goods, he did offer some numbers that would have been attractive to potential customers looking to acquire inventory and turn a profit themselves.

For instance, he stated that he “sold 10 per cent. under the common advance.” He assumed that potential customers already had a general sense of the going rates for the various sorts of textiles he sold, enticing them with the savings he offered compared to what they otherwise expected to pay. To sweeten the deal, he also promoted “the advantage of 5 per cent. being allowed in the purchase of them for prompt payment.” In other words, as he stated later in the advertisement, those “who purchase with cash” rather than credit stood to enjoy an additional discount that made his prices even more competitive. Davies implied further discounts for buying in bulk – “still greater allowance that will be made in taking a quantity” – although he did not offer specifics. The size of the subsequent discount may have been tied to the quantity purchased, subject to negotiations between Davies and his customers at the time of sale.

How was Davies able to offer low prices and significant discounts? He had cultivated relationships directly with the manufacturers, sidestepping English merchants who usually supplied American wholesalers and retailers. There had been “no charge of commissions” to other parties to drive up Davies’s prices. He also kept costs down by making his own purchases in cash rather than credit that accumulated interest. He passed his savings on to his customers in Charleston.

May 3

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

May 3 - 4:30:1767 New-York Journal
New-York Journal (April 30, 1767).

“Other trimmings for hatters.”

Unlike many shopkeepers who advertised their wares almost exclusively to end-use consumers, James Nixon sold an array of imported textiles and ornaments wholesale as well as retail. To be competitive with merchants and other wholesalers, he offered discounts to those who made purchases with the intention of acquiring inventory to resell to consumers. “Great allowance will be made,” Nixon stated, “to town or country stores, taylors, stay-makers, hatters, &c. &c.”

On occasion advertisers made such appeals to potential customers who bought in volume, but rarely did they specifically address members of so many occupations. In his advertisement, Nixon constructed a network of business associates, promoting himself as a supplier to men and women who made and sold apparel. In addition to the “Great allowance” he made to tailors, staymakers, hatters, and others, he also attempted to draw the attention of particular customers to specific goods. For instance, he listed a “great assortment of all sorts of buttons” among the various “trimmings for hatters” in stock, as well as other sorts of “stay-maker’s and breeches-maker’s trimmings.”

Doing so may have had the added advantage of attracting the attention of end-use consumers. By implying that tailors and hatters, whose livelihood depended in part on acquiring the right materials, trusted him to supply a “neat assortment” of “Newest-fashioned” dry goods, Nixon created the illusion of an endorsement from his associates. In the absence of testimonials, he prompted potential customers to imagine that “his Store in KING-STREET” was a hub of activity for members of the clothing trades.

He also suggested an impressive market penetration for his wares, which he sold to both shopkeepers in New York and others who operated “country stores,” some of them in neighboring provinces. “Connecticut lawful mon[e]y will be taken,” he pledged, alerting customers near and far that he was flexible when it came to which sort of currency he would accept.

Although “taylors, stay-makers, hatters, &c. &c.” certainly purchased materials from merchants who imported them, very few advertisers addressed them as an occupational group or promoted their goods specifically to them. Many likely concluded that notices offering goods wholesale were sufficient for their purposes. James Nixon, on the other hand, experimented with addressing various sorts of potential customers, making it clear to those in the clothing trades that he wished to work with them (and offered discounts) in addition to supplying “town or country stores.”