Colonial Consumers in Revolt: Buyer Values and Behavior during the Nonimportation Movement, 1764-1776

Abstract

Although colonial Americans had long valued frugality and had limited their consumption, actual demand for material comforts and imported consumer goods grew vigorously during the third quarter of the eighteenth century. The nonimportation movement, primarily a politically motivated boycott of British manufactures intended to force repeal of distasteful tax laws, also reaffirmed traditional values and attempted to improve the image of products made in America. Following a discussion of the colonial market and nonimportation, this article examines conflicts between old values backed by patriotic appeals and emerging buyer preferences. The concluding section draws a few implications for understanding present-day consumers.