Eighteenth century American culture moved in competing directions. Commercial, military and cultural ties between Great Britain and the North American colonies tightened while a new distinctly American culture began to form and bind together colonists from New Hampshire to Georgia. Immigrants from other European nations meanwhile combined with Native Americans and enslaved Africans to create an increasingly diverse colonial population. All–men and women, European, Native American, and African–led distinct lives and wrought new distinct societies. While life in the thirteen colonies was shaped in part by English practices and participation in the larger Atlantic World, emerging cultural patterns increasingly transformed North America into something wholly different.
Source: The American Yawp. A Free and Online, Collaboratively Built American History Textbook, 2017-2018 Edition.
The American Consumer
Transatlantic trade greatly enriched Britain, but it also created high standards of living for many North American colonists. This two-way relationship reinforced the colonial feeling of commonality with British culture. It was not until trade relations, disturbed by political changes and the demands of warfare, became strained in the 1760s that colonists began to question these ties.
During the seventeenth century and eighteenth century, 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.”
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 non-traditional 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. 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 made use of 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 . . . are the most magnificent of any thing I have seen.” 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.” 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 sugar cane, 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 where planters transported them to their plantations. Caribbean colonists also relied on the continental colonies for livestock, purchasing cattle and horses. The most lucrative exchange was the slave trade.
Connections between the Caribbean and North America benefitted both sides. Those living on the continent relied on the Caribbean colonists to satisfy their craving for sugar and other goods like mahogany. British colonists in the Caribbean began cultivating sugar in the 1640s, and sugar took the Atlantic World by storm. In fact, by 1680, sugar exports from the tiny island of Barbados valued more than the total exports of all the continental colonies. Jamaica, acquired by the Crown in 1655, surpassed Barbados in sugar production toward the end of the seventeenth century. North American colonists, like Britons around the world, craved sugar to sweeten their tea and food. Colonial elites also sought to decorate their parlors and dining rooms with the silky, polished surfaces of rare mahogany as opposed to local wood. While the bulk of this in-demand material went to Britain and Europe, New England merchants imported the wood from the Caribbean where it was then transformed into exquisite furniture for those who could afford it.
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 of illicit goods was brought into the American colonies annually. 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 Duties, Parliament levied taxes on sugar, paper, lead, glass, and tea, all products that contributed to colonists’ sense of gentility. In response, patriots organized non-importation 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.”
Source: The American Yawp. A Free and Online, Collaboratively Built American History Textbook, 2017-2018 Edition.
The American Consumer
In the seventeenth and eighteenth centuries, the development of the Atlantic economy also allowed colonists access to more British goods than ever before. The buying habits of both commoners and the rising colonial gentry fueled the consumer revolution, creating even stronger ties with Great Britain by means of a shared community of taste and ideas.
British Americans’ reliance on indentured servitude and slavery to meet the demand for colonial labor helped give rise to a wealthy colonial class—the gentry—in the Chesapeake tobacco colonies and elsewhere. To be “genteel,” that is, a member of the gentry, meant to be refined, free of all rudeness. The British American gentry modeled themselves on the English aristocracy, who embodied the ideal of refinement and gentility. They built elaborate mansions to advertise their status and power. William Byrd II of Westover, Virginia, exemplifies the colonial gentry; a wealthy planter and slaveholder, he is known for founding Richmond and for his diaries documenting the life of a gentleman planter.
One of the ways in which the gentry set themselves apart from others was through their purchase, consumption, and display of goods. An increased supply of consumer goods from England that became available in the eighteenth century led to a phenomenon called the consumer revolution. These products linked the colonies to Great Britain in real and tangible ways. Indeed, along with the colonial gentry, ordinary settlers in the colonies also participated in the frenzy of consumer spending on goods from Great Britain. Tea, for example, came to be regarded as the drink of the Empire, with or without fashionable tea sets.
The consumer revolution also made printed materials more widely available. Before 1680, for instance, no newspapers had been printed in colonial America. In the eighteenth century, however, a flood of journals, books, pamphlets, and other publications became available to readers on both sides of the Atlantic. This shared trove of printed matter linked members of the Empire by creating a community of shared tastes and ideas.
Cato’s Letters, by Englishmen John Trenchard and Thomas Gordon, was one popular series of 144 pamphlets. These Whig circulars were published between 1720 and 1723 and emphasized the glory of England, especially its commitment to liberty. However, the pamphlets cautioned readers to be ever vigilant and on the lookout for attacks upon that liberty. Indeed, Cato’s Letters suggested that there were constant efforts to undermine and destroy it.
Another very popular publication was the English gentlemen’s magazine the Spectator, published between 1711 and 1714. In each issue, “Mr. Spectator” observed and commented on the world around him. What made the Spectator so wildly popular was its style; the essays were meant to persuade, and to cultivate among readers a refined set of behaviors, rejecting deceit and intolerance and focusing instead on the polishing of genteel taste and manners.
Novels, a new type of literature, made their first appearance in the eighteenth century and proved very popular in the British Atlantic. Daniel Defoe’s Robinson Crusoe and Samuel Richardson’s Pamela: Or, Virtue Rewarded found large and receptive audiences. Reading also allowed female readers the opportunity to interpret what they read without depending on a male authority to tell them what to think. Few women beyond the colonial gentry, however, had access to novels.
Colonists’ joy over the repeal of the Stamp Act and what they saw as their defense of liberty did not last long. The Declaratory Act of 1766 had articulated Great Britain’s supreme authority over the colonies, and Parliament soon began exercising that authority. In 1767, with the passage of the Townshend Acts, a tax on consumer goods in British North America, colonists believed their liberty as loyal British subjects had come under assault for a second time.
The Townshend Acts
Lord Rockingham’s tenure as prime minister was not long (1765–1766). Rich landowners feared that if he were not taxing the colonies, Parliament would raise their taxes instead, sacrificing them to the interests of merchants and colonists. George III duly dismissed Rockingham. William Pitt, also sympathetic to the colonists, succeeded him. However, Pitt was old and ill with gout. His chancellor of the exchequer, Charles Townshend (Figure 5.10), whose job was to manage the Empire’s finances, took on many of his duties. Primary among these was raising the needed revenue from the colonies.
Townshend’s first act was to deal with the unruly New York Assembly, which had voted not to pay for supplies for the garrison of British soldiers that the Quartering Act required. In response, Townshend proposed the Restraining Act of 1767, which disbanded the New York Assembly until it agreed to pay for the garrison’s supplies, which it eventually agreed to do.
The Townshend Revenue Act of 1767 placed duties on various consumer items like paper, paint, lead, tea, and glass. These British goods had to be imported, since the colonies did not have the manufacturing base to produce them. Townshend hoped the new duties would not anger the colonists because they were external taxes, not internal ones like the Stamp Act. In 1766, in arguing before Parliament for the repeal of the Stamp Act, Benjamin Franklin had stated, “I never heard any objection to the right of laying duties to regulate commerce; but a right to lay internal taxes was never supposed to be in parliament, as we are not represented there.”
The Indemnity Act of 1767 exempted tea produced by the British East India Company from taxation
when it was imported into Great Britain. When the tea was re-exported to the colonies, however, the colonists had to pay taxes on it because of the Revenue Act. Some critics of Parliament on both sides of the Atlantic saw this tax policy as an example of corrupt politicians giving preferable treatment to specific corporate interests, creating a monopoly. The sense that corruption had become entrenched in Parliament only increased colonists’ alarm.
In fact, the revenue collected from these duties was only nominally intended to support the British army in America. It actually paid the salaries of some royally appointed judges, governors, and other officials whom the colonial assemblies had traditionally paid. Thanks to the Townshend Revenue Act of 1767, however, these officials no longer relied on colonial leadership for payment. This change gave them a measure of independence from the assemblies, so they could implement parliamentary acts without fear that their pay would be withheld in retaliation. The Revenue Act thus appeared to sever the relationship between governors and assemblies, drawing royal officials closer to the British government and further away from the colonial legislatures.
The Revenue Act also gave the customs board greater powers to counteract smuggling. It granted “writs of assistance”—basically, search warrants—to customs commissioners who suspected the presence of contraband goods, which also opened the door to a new level of bribery and trickery on the waterfronts of colonial America. Furthermore, to ensure compliance, Townshend introduced the Commissioners of Customs Act of 1767, which created an American Board of Customs to enforce trade laws. Customs enforcement had been based in Great Britain, but rules were difficult to implement at such a distance, and smuggling was rampant. The new customs board was based in Boston and would severely curtail smuggling in this large colonial seaport.
Townshend also orchestrated the Vice-Admiralty Court Act, which established three more vice-admiralty courts, in Boston, Philadelphia, and Charleston, to try violators of customs regulations without a jury. Before this, the only colonial vice-admiralty court had been in far-off Halifax, Nova Scotia, but with three local courts, smugglers could be tried more efficiently. Since the judges of these courts were paid a percentage of the worth of the goods they recovered, leniency was rare. All told, the Townshend Acts resulted in higher taxes and stronger British power to enforce them. Four years after the end of the French and Indian War, the Empire continued to search for solutions to its debt problem and the growing sense that the colonies needed to be brought under control.
Reactions: The Non-Importation Movement
Like the Stamp Act, the Townshend Acts produced controversy and protest in the American colonies. For a second time, many colonists resented what they perceived as an effort to tax them without representation and thus to deprive them of their liberty. The fact that the revenue the Townshend Acts raised would pay royal governors only made the situation worse, because it took control away from colonial legislatures that otherwise had the power to set and withhold a royal governor’s salary. The Restraining Act, which had been intended to isolate New York without angering the other colonies, had the opposite effect, showing the rest of the colonies how far beyond the British Constitution some members of Parliament were willing to go.
The Townshend Acts generated a number of protest writings, including “Letters from a Pennsylvania Farmer” by John Dickinson. In this influential pamphlet, which circulated widely in the colonies, Dickinson conceded that the Empire could regulate trade but argued that Parliament could not impose either internal taxes, like stamps, on goods or external taxes, like customs duties, on imports.
Source: Corbett, P.S., Janssen V., Lund, J., Pfannestiel, T., Vickery, P., & Waskiewicz, S. U.S. History. OpenStax. 30 December 2014.
Summary
The American colonies underwent a consumer revolution in the eighteenth century. In the early colonial period, American consumers generally had little money and engaged in localized bartering to acquire goods. However, with rising prosperity in the eighteenth century, American colonists were able to purchase consumer goods. British made luxury goods were in high demand amongst wealth American consumers. Following the conclusion of the Seven Years War in 1763, the British government began to impose increasing taxes and duties on British goods entering the American colonies. The Townshend Act increased the cost of a variety of British goods in the American colonies. The colonists would ultimately protest and resist this taxation.
