The Rise of Conspicuous Consumption in Colonial Virginia
American consumerism is often seen as a product of the post-World War II era; however, it actually began in the early eighteenth century. During the period between 1700 and 1750, American economic markets expanded rapidly, as more groups of people had access to more disposable income and thus more goods. During the period from 1700-1750, conspicuous consumption rapidly increased in the gentry thanks to stability which caused a general rise in disposable income and the rise of the merchant shop, which both led to increased competition between social classes for status.
The first event in the timeline that would lead to a new society was greater disposable income for nearly all classes [1]. This change was brought about by the “settling” of the New World; in 1700 the new world was still dangerous, as Native Americans, harsh winters, and famines threatened the English population in Virginia not living in the larger cities. However, By 1750, Europeans had learned how to farm as well in the New World as in Europe. Additionally, there was a huge rise in population in Colonial Virginia since 100 present at Jamestown more than 100 years prior to 1750. Virginia alone was populated by more than 200,000 Europeans by 1750, providing some small level of protection against the few thousand Native Americans left in Virginia,[2]. This roughly fifty-year-long stretch of peace laid the groundwork for European prosperity to increase in the New World, which would increase their ability to fight Native Virginians when conflict continued.1 In reality, the “New” World” was 150 years old by 1750, and the Europeans there had largely established a society where the calamities mentioned before that had shaped early Virginian culture could not happen again. Stability often leads to economic growth, and the same was true here: the relative stability of the period between 1700-1750 fostered great economic growth which led to more disposable income among all social classes.
Moreover, the increased incentive from the new disposable income and the benefits of stability in Virginia were obvious in the new commercial landscape. In 1700, all a store needed to be successful as a stock of common goods and proximity to a place where it could sell those goods[3]. By contrast, stores in 1750 needed to “store, display and actively present” a wide range of consumer goods and luxury items at reasonable prices[4]. For example, in 1700 and before, literal silverware (forks, knives, spoons made of silver) would have been prohibitively expensive in the colonies. By 1750, a silver spoon, knife, or fork would have only cost a day’s wages for the average worker[5]. Availability of goods also increased during this period for the average American. The stability of the 50 years after 1700 allowed regular restocking of goods in stores and the rise of a dedicated merchant class, such as William Prentis[6]. This made the luxuries of the past that the wealthy used to show off their social class easily accessible to many segments of society, prompting an “arms race” between different segments of society to have goods that separated them from the lower classes[7].
This arms race would reshape Virginian society as it propelled the gentry higher in conspicuous consumption. Society in the new world was very socially fluid when compared to the rigid and ancient hierarchy of Europe. In Britain, social standing came mainly from your ancestors and only moderately from your wealth. This new system did not flourish in the new world, as people from many countries immigrated, each not respecting the other old families and typical class symbols[8]. In this new clash of cultures, the social ranking of Europe gave way to a society stratified primarily on wealth[9]. In pre-1700 Virginia this wealth was displayed by houses, animals, land, and goods imported from Britain[10]. However, as the lower classes, even slaves began to have access to these goods at the shops mentioned previously, the wealthy needs new social status symbols[11]. They began importing goods such as teapots, and books and hired dancing instructors to help them display their status[12]. Additionally, luxury goods shops meant specifically for the wealthiest planters began to appear in colonial Virginia. For example, Wigmaker, a store in Colonial Williamsburg sold wigs primarily to the wealthy elite, which would have cost upwards of several months’ wages to the average Virginian[13].
In post-1700 Virginia, there was a long period of stability. This stability and the mass immigration and population growth created a safer environment for British subjects on the eastern coast of the new world, increasing economic prosperity among all classes. This stability also allowed a new form of retail store to form, which sold goods to the lower classes that the gentry had previously used to demonstrate their wealth. This set off an arms race, where all groups of society attempted to outperform the groups below them with demonstrations of wealth. The wealthy scoured for ways to prove their wealth more than land, cattle, or their house. They found teapots, dancing coaches, expensive wigs, and other luxury goods to prove their status. Thus, one economic change between 1700-1750 in colonial Virginia was the rise in conspicuous consumption.
[1] Essay. In The Consumer Revolution, 1, n.d.
[2] Gibson, David P. Class Discussion. Personal, June 30, 2022.
[3] Martin, Ann S. “Commercial Space as Consumption Arena: Retail Stores in Early Virginia.” Essay, 203, n.d.
[4] Ibid.
[5] Gibson, David P, and Wigmaker. Wigmaker. Personal, July 1, 2022.
[6] Martin, Ann S. “Commercial Space as Consumption Arena: Retail Stores in Early Virginia.” Essay, 202, n.d.
[7] Essay. In The Consumer Revolution, 1, n.d.
[8] Ibid, 2.
[9] Ibid.
[10]Ibid, 1.
[11] Martin, Ann S. “Commercial Space as Consumption Arena: Retail Stores in Early Virginia.” Essay, 201, n.d.
[12] Essay. In The Consumer Revolution, 1, n.d.
[13] Gibson, David P, and Wigmaker. Wigmaker. Personal, July 1, 2022.