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Source: January 1987 Volume 25 Number 1, Pages 27–31


Sloanaker's "New Cheap Store"

Hob Borgson

Page 27

William Sloanaker moved to Reeseville probably from West Vincent Township, and opened his "New Cheap Store" there in April of 1828. For the next four years he was the village storekeeper -- he described himself as a "merchant" -- before moving to Radnor Township. His annual sales volume was reported to be "from 14 to 15 thousand dollars."

The opening of the new store was announced in an advertisement in the American Republican of April 8, 1828. Under the headline "New Cheap Store", Sloanaker reported that he had rented the store "long occupied by Mr. John Reese, near the 16 mile post, Lancaster turnpike" and that he wished "to inform his friends and the public" of the "most splendid and fashionable assortment" of goods which he was now offering for sale. "Having spent the winter months in the city, which has enabled him to purchase his goods at the lowest rates, he announced (using the third person, as he did in all his advertisements)" his intention to sell them at a small advance, and an honest endeavor to please will, he hopes, entitle him to at least a share of the patronage of the vicinity in which he has located himself. He trusts that his old acquaintances, from the upper section of the county, attending market, will at all times do him the honor of a call."

His advertised "most splendid" assortment of merchandise included "DRY GOODS, Selected from the latest arrivals -- Also, Groceries and Liquors, Hardware and Cutlery, Cedar, Tin and Japan'd ware, a choice selection of Queens and Glass ware, Together with a General Assortment of Drugs, Medicines, Paints, Oils, Window Glass, &c. &c." He also offered to procure at the shortest notice "any article in his line, not on hand."

Page 28

In another advertisement in the same issue he also announced that he had just received "a good assortment of Spanish Sole Leather, Cordovan and Wax upper Leather -- Also, Calf, Morocco and Lining Skins - the whole of which he will sell at the Philadelphia prices, for Cash or in exchange for shoes". Two weeks later he advertised that he now had on hand, "manufactured from his own Leather, a large quantity of SHOES, which will be sold ten per cent cheaper than can be bought any where else".

Sloanaker's "honest endeavor to please" was apparently well received. In his advertisement on May 26 he noted, "The subscriber, grateful for the very liberal encouragement he has received, returns his thanks to his friends and customers, and trusts that he has so far given satisfaction as to merit a continuance of their favors."

He also listed in greater detail the assortment of dry goods, "suitable for the season", that was available in his store. It included "superfine and common cloths, of different Colors; Cassimeres and Casinetts, plain and fashionable pantaloon stuffs, for summer wear; a very handsome assortment of fancy and plain Prints, Ginghams, Silks, Levantines, Grode Naps, Nanteen and Canton Crepes, Barage, Ribbons in setts, Fancy Muslins, Laces and Insertions, Bobbinett veils, &c. Also a large quantity of very cheap Domestic Plaids and Stripes, Checks and Tickings, with a few Bales of Domestic Muslin, as usual, very low".

(His stock in the fall also included "Habit and Pelisse Cloths; fancy Silk and Velvet Vestings, Valencia and Swansdown do." and also "bang up Cords, Bombazettes, Circassins and Rattinetts" and "Irish Linens and Lawns, Russia and Domestic Table Diapers; Domestic Muslin, from 5 cents per yard and upwards".)

He also informed the public, in his advertisement of August 12, that "a first rate Taylor residing in the place, will, he hopes, make it an object for persons wanting cloth to call and purchase of him".

His line of hardware and cutlery, as described in his May 26 advertisement was equally varied. It included "Hand and Tenant Saws, Shovels and Tongs, Knives and forks; Brass Candlesticks, Pen and Pocket Knives, Shoe and Butcher do., Razors, Wilkinson's patent spring Sheep Shears, Butt Hinges and Screws, Commode and Glass Knobs, Capp'd Drawer and Chest Locks, Knob and Pad Locks, mill-case files, horse Rasps, flat rough files, Plane irons, Firmers and Guages, Drawing knives, iron Squares, Shear, Blister and Country Steel, Dearborn boxes, &c",

His liquors included "Port, Teneriffe, Lisbon, and Malaga Wines, old Cognac Brandy, old Peach Brandy, excellent Holland Gin, Cordials, &c".

Page 29

To keep his goods "suitable for the season", in his August advertisement Sloanaker advised that he was "anxious to dispose of the Goods on hand, in order that he may be the better enabled to accommodate his friends and customers with goods

When Autumn scatters his departing gleams,
Warn'd of approaching Winter."

He also reminded his customers that "As 'short settlements make long friends,' persons knowing themselves to be indebted to the subscriber will confer a favor by settling their accounts before the first of September next."

So successful was the first year of the business that Sloanaker decided to build a store building of his own, rather than continuing to rent the property of John Reese. In January of 1829 Reese advertised that the Reeseville Store "now in the tenancy of Mr. William Sloanaker" was available to let -- either the store alone, or with the dwelling and all the land and improvements "thereto belonging". At the same time, Sloanaker advertised his intention of "removing from the STORE which he now occupies, as of the first of April next" and that he would, "to save the trouble and expense of moving them, sell many of his Goods at cost". The first sale to reduce inventory was held on the last day of January.

On April 3 Sloanaker purchased a two-acre parcel of land, immediately opposite the 16 mile stone on the Lancaster Pike, a little to the east of his former location, for $400 from John Kugler, yeoman. By the first of June he had erected a new, commodious "store-house", 27 feet by 48 feet. Still identified as the "NEW CHEAP STORE", it opened with a "most splendid assortment of New & Fashionable Spring Goods".

The merchandising policies for the new store were a continuation of those that Sloanaker had found so effective in his first year: "strict attention to business, together with reduced prices of his goods to merit a continuance of public favor" that enabled him "to sell cheaper than they could be bought in the city at retai1."

Two days before Christmas that year he married an Emma Brown, of Radnor. In the West Chester Village Record of January 19, 1830 there was a notice of the wedding: "In Philadelphia in the evening of the 23d ult. by the Rev. Mr. Skinner, MR. WILLIAM SLOANAKER, Merchant of Clarenceville, Chester County, to MISS EMMA BROWN, of Radnor, Delaware County." (Why or how this eastern section of Reeseville became known as "Clarenceville" is not clear. But in his advertisements in 1831 and 1832 Sloanaker also identified his place of business as Clarenceville.)

In early April of 1830 he purchased a two-acre woodlot for $750 from a Horatio Wade, but a little more than two weeks later he sold it to Griffith and Benjamin Wetherby for $500. (Whether he had cleared it of its timber in the meantime is not known.)

Page 30

In early 1830 Sloanaker also broadened his policy on accepting barter. "Wheat and Rye flour," he advised the public in a postscript to his advertisement in the Village Record of May 19,1830," corn meal and salt meat of all kinds taken in exchange for goods, and the highest market prices given." (In November he also listed pork, butter, eggs, oats, corn, clover seed, and "&c." as items that would be "taken in exchange".)

His advertised "handsome assortment of DRY GOODS" in May of 1830, incidentally, included 4000 pairs of "morocco, prunell and leather shoes and boots" (which seems more than ample to meet the demand, as the total population of the community at that time was probably less than 200!), as well as "children's do. at 18-1/2 cts. per pair, and upwards, ready made clothing; Canton window blinds; fur and palm leaf hats, &c".

The store's barter policy was again revised the next year. In his advertisement in the Village Record of June 8, 1831 Sloanaker announced that "for the benefit of the public and his individual interest" and that "being ambitious to extend his business" he had "come to the conclusion to sell for cash". At the same time, he promised "much more reduced prices than is customary" and assured persons who were both disposed to buy and "provided with the one thing needful" that they would find both goods and prices to suit them. (Nonetheless, a month later his advertisement that 4000 pounds of salt pork and also dried apples were wanted "in exchange for Store Goods" again appeared in the Village Record on July 6, 1831.)

His inventory, to which he had "added largely" for 1831, he described as "a larger assortment of Goods than he has ever had to offer".

This was his last year as the "merchant of Clarenceville" and a storekeeper in Easttown Township. In December, under the headline "All Important", he announced, "William Sloanaker, having rented his establishment, (possession to be given by February next) wishes all those who have so liberally encouraged him for nearly four years past, to call on him and purchase Bargains. He is sensible of the many favors conferred upon him, and in return wishes to display his liberality by selling them Goods at least TEN PER CENT CHEAPER than heretofore. He also wishes to remind his friends that he is selling off rapidly, and his engagements are such as to require him to decline business as soon as circumstances will permit, and hence the necessity of CALLING AT AN EARLY DATE, as he has at present a choice selection of Goods, Many of which have been purchased within the last month, for their special accommodation. He thinks it unnecessary to enumerate the articles as it is well known that he always kept a large assortment."

Sloanaker also advised, "He will take in exchange for goods, flour, wheat, rye, corn, oats, potatoes, hay, straw, butter, lard, and all manner of farming utensils, as well as two first rate draft horses, for which a fair price will be given", and that he also wanted 1500 bushels of lime. (It would appear that perhaps he intended to become a farmer rather than a storekeeper.)

Page 31

His new tenant apparently operated the store for only two years at the most, for in January 1834 Sloanaker advertised that his "Store-house, dwelling house, &c" was available for rent, beginning on the first of April, with the inducement to prospective tenants that its location on the turnpike and new railroad afforded "every convenience for transportation".

In October he gave notice that his "railroad property" would be sold without reserve at Public Sale at the premises on November 10. The property was described as a "Store House, Dwelling, Tailor Shop and Stable, together with the Lot, on which they were erected, containing two Acres, be the same more or less. The lot is well fenced, and divided into Garden, Yard, and pasture lot, the yard having considerable shrubbery. The Store House is 27 feet by 48 feet, the Dwelling is of good size and well finished. It is situated in East Town township, Chester County, within 16 miles of Philadelphia, the Lancaster Turnpike and Columbia Railroad passing through the lot in front of the door." (Could it have been the construction of the new railroad and its proximity to his store that led him to dispose of the property?)

By deed of sale, the property was transferred on March 1, 1836 to Abner Beaumont, for the sum of $1,810.

But for four years William Sloanaker, the "merchant of Clarenceville", had made available to the residents of the area of Reeseville (or Clarenceville) a "most splendid and fashionable assortment" of dry goods, hardware and cutlery, groceries and liquors, iron, and other goods in his "New Cheap Store" on the Lancaster turnpike.

 
 

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