Essential Questions:

1) What was the Consumer Revolution and how did it have an impact on American Society?

2) To what degree did the colonists in British North America enjoy a level of economic and social freedoms? What circumstances led to this?

3) What economic activities (production, trade or otherwise) did the colonists partake in?

 In 1642, no permanent British North American colony was more than thirty-five years old. The Crown and various proprietors controlled most of the colonies, but settlers from Barbados to Maine enjoyed a great deal of independence. This was especially true in Massachusetts Bay, where Puritan settlers governed themselves according to the colony’s 1629 charter. Trade in tobacco and naval stores tied the colonies to England economically, as did religion and political culture, but in general the English government left the colonies to their own devices.

As time passed into the 18th Century (1700s), transatlantic trade greatly enriched Britain, but it also created high standards of living for many North American colonists (see image above). This two-way relationship reinforced the colonial feeling of commonality with British culture. It was not until trade relations became strained in the 1760s that colonists began to question these ties.

During the seventeenth and eighteenth centuries, improvements in manufacturing, transportation, and the availability of credit increased the opportunity for colonists to purchase consumer goods. Instead of making their own tools, clothes, and utensils, colonists increasingly purchased luxury items made by specialized artisans and manufacturers. As the incomes of Americans rose and the prices of these commodities fell, these items shifted from luxuries to common goods. The average person’s ability to spend money on consumer goods became a sign of their respectability. Historians have called this process the “consumer revolution.”1

Britain relied on the colonies as a source of raw materials, such as lumber and tobacco. Americans engaged with new forms of trade and financing that increased their ability to buy British-made goods. But the ways in which colonists paid for these goods varied sharply from those in Britain. When settlers first arrived in North America, they typically carried very little hard or metallic British money with them. Discovering no precious metals (and lacking the Crown’s authority to mint coins), colonists relied on barter and nontraditional forms of exchange, including everything from nails to the wampum used by Native American groups in the Northeast. To deal with the lack of currency, many colonies resorted to “commodity money,” which varied from place to place. In Virginia, for example, the colonial legislature stipulated a rate of exchange for tobacco, standardizing it as a form of money in the colony. Commodities could be cumbersome and difficult to transport, so a system of notes developed. These notes allowed individuals to deposit a certain amount of tobacco in a warehouse and receive a note bearing the value of the deposit that could be traded as money. In 1690, colonial Massachusetts became the first place in the Western world to issue paper bills to be used as money.2 These notes, called bills of credit, were issued for finite periods of time on the colony’s credit and varied in denomination.

While these notes provided colonists with a much-needed medium for exchange, it was not without its problems. Currency that worked in Virginia might be worthless in Pennsylvania. Colonists and officials in Britain debated whether it was right or desirable to use mere paper, as opposed to gold or silver, as a medium of exchange. Paper money tended to lose value quicker than coins and was often counterfeited. These problems, as well as British merchants’ reluctance to accept depreciated paper notes, caused the Board of Trade to restrict the uses of paper money in the Currency Acts of 1751 and 1763. Paper money was not the only medium of exchange, however. Colonists also used metal coins. Barter and the extension of credit—which could take the form of bills of exchange, akin to modern-day personal checks—remained important forces throughout the colonial period. Still, trade between colonies was greatly hampered by the lack of standardized money.

Businesses on both sides of the Atlantic advertised both their goods and promises of obtaining credit. The consistent availability of credit allowed families of modest means to buy consumer items previously available only to elites. Cheap consumption allowed middle-class Americans to match many of the trends in clothing, food, and household décor that traditionally marked the wealthiest, aristocratic classes. Provincial Americans, often seen by their London peers as less cultivated or “backwater,” could present themselves as lords and ladies of their own communities by purchasing and displaying British-made goods. Visiting the home of a successful businessman in Boston, John Adams described “the Furniture, which alone cost a thousand Pounds sterling. A seat it is for a noble Man, a Prince. The Turkey Carpets, the painted Hangings, the Marble Table, the rich Beds with crimson Damask Curtains and Counterpins, the beautiful Chimney Clock, the Spacious Garden, are the most magnificent of any thing I have seen.”3 But many Americans worried about the consequences of rising consumerism. A writer for the Boston Evening Post remarked on this new practice of purchasing status: “For ’tis well known how Credit is a mighty inducement with many People to purchase this and the other Thing which they may well enough do without.”4 Americans became more likely to find themselves in debt, whether to their local shopkeeper or a prominent London merchant, creating new feelings of dependence.

Of course, the thirteen continental colonies were not the only British colonies in the Western Hemisphere. In fact, they were considerably less important to the Crown than the sugar-producing islands of the Caribbean, including Jamaica, Barbados, the Leeward Islands, Grenada, St. Vincent, and Dominica. These British colonies were also inextricably connected to the continental colonies. Caribbean plantations dedicated nearly all of their land to the wildly profitable crop of sugarcane, so North American colonies sold surplus food and raw materials to these wealthy island colonies. Lumber was in high demand, especially in Barbados, where planters nearly deforested the island to make room for sugar plantations. To compensate for a lack of lumber, Barbadian colonists ordered house frames from New England. These prefabricated frames were sent via ships from which planters transported them to their plantations. Caribbean colonists also relied on the continental colonies for livestock, purchasing cattle, slaves and horses. Connections between the Caribbean and North America benefited both sides. Those living on the continent relied on the Caribbean colonists to satisfy their craving for sugar and other goods like mahogany.

These systems of trade all existed with the purpose of enriching Great Britain. To ensure that profits ended up in Britain, Parliament issued taxes on trade under the Navigation Acts. These taxes intertwined consumption with politics. Prior to 1763, Britain found that enforcing the regulatory laws they passed was difficult and often cost them more than the duty revenue they would bring in. As a result, colonists found it relatively easy to violate the law and trade with foreign nations, pirates, or smugglers. Customs officials were easily bribed and it was not uncommon to see Dutch, French, or West Indies ships laden with prohibited goods in American ports. When smugglers were caught, their American peers often acquitted them. British officials estimated that nearly £700,000 worth of illicit goods was brought into the American colonies annually.6 Pirates also helped to perpetuate the illegal trading activities by providing a buffer between merchants and foreign ships.

Beginning with the Sugar Act in 1764, and continuing with the Stamp Act and the Townshend Acts, Parliament levied taxes on sugar, paper, lead, glass, and tea, all products that contributed to colonists’ sense of gentility. In response, patriots organized nonimportation agreements and reverted to domestic products. Homespun cloth became a political statement. A writer in the Essex Gazette in 1769 proclaimed, “I presume there never was a Time when, or a Place where, the Spinning Wheel could more influence the Affairs of Men, than at present.”7.

The consumer revolution fueled the growth of colonial cities. Cities in colonial America were crossroads for the movement of people and goods. One in twenty colonists lived in cities by 1775.8 Some cities grew organically over time, while others were planned from the start. New York’s and Boston’s seventeenth-century street plans reflected the haphazard arrangement of medieval cities in Europe. In other cities like Philadelphia and Charleston, civic leaders laid out urban plans according to calculated systems of regular blocks and squares. Planners in Annapolis and Williamsburg also imposed regularity and order over their city streets through the placement of government, civic, and educational buildings.

By 1775, Boston, Newport, New York, Philadelphia, and Charleston were the five largest cities in British North America. Philadelphia, New York, Boston, and Charleston had populations of approximately 40,000, 25,000, 16,000, and 12,000 people, respectively.9 Urban society was highly stratified. At the base of the social ladder were the laboring classes, which included both enslaved and free people ranging from apprentices to master craftsmen. Next came the middling sort: shopkeepers, artisans, and skilled mariners. Above them stood the merchant elites, who tended to be actively involved in the city’s social and political affairs, as well as in the buying, selling, and trading of goods. Enslaved men and women had a visible presence in both northern and southern cities.

Consumption, trade, and slavery drew the colonies closer to Great Britain, but politics and government split them further apart. Democracy in Europe more closely resembled oligarchies rather than republics, with only elite members of society eligible to serve in elected positions. Most European states did not hold regular elections, with Britain and the Dutch Republic being the two major exceptions. However, even in these countries, only a tiny portion of males could vote. In the North American colonies, by contrast, white male suffrage was far more widespread. In addition to having greater popular involvement, colonial government also had more power in a variety of areas. Assemblies and legislatures regulated businesses, imposed new taxes, cared for the poor in their communities, built roads and bridges, and made most decisions concerning education. Colonial Americans sued often, which in turn led to more power for local judges and more prestige in jury service. Thus, lawyers became extremely important in American society and in turn played a greater role in American politics.

American society was less tightly controlled than European society. This led to the rise of various interest groups, each at odds with the other. These various interest groups arose based on commonalities in various areas. Some commonalities arose over class-based distinctions, while others were due to ethnic or religious ties. One of the major differences between modern politics and colonial political culture was the lack of distinct, stable political parties. The most common disagreement in colonial politics was between the elected assemblies and the royal governor. Generally, the various colonial legislatures were divided into factions who either supported or opposed the current governor’s political ideology.