Retail trade and the consumer in Fairfax County, Virginia, 1759--1766

This dissertation explores the relationship between the consumer and retail stores in colonial Virginia using the account books from one of the stores operated by the Scottish merchant John Glassford in Colchester, Virginia. The records contain detailed information on transactions, including payments and purchases, made by over a hundred Fairfax County residents during the period 1759--1766.;The Glassford store in Colchester was a typical Chesapeake retail establishment, following business practices adopted and perfected by Scottish and English merchants during the eighteenth century. These stores were an important innovation and made a wide variety of imported goods available to poor and middling Virginia farmers and planters. As a principal purchaser of tobacco, these stores also made it possible for these same farmers and planters to participate more directly in the market.;A detailed exploration of the transactions indicates market forces, particularly changes in commodity prices and exchange rates, played an important role in consumer behavior with overall purchases and purchases of specific consumer items effected by these market forces. The substantial amount of credit provided to the store's regular customers does not appear to have had an impact on consumer spending, suggesting the use of this credit for other purposes including diversification or investments in land or slaves.;These stores also provided an important entrepot into the emerging world of goods for the many planters and farmers. As opposed to goods like tea ware, forks, knives and other items, it was clothing and textiles that was the most popular and frequently purchased item. Price and purchasing patterns of a wide variety of textiles, buttons and trim demonstrates and interest in practicality and durability rather than strict adherence to elite notions of fashion.