General stores are essential to the image of a colonial village. Many historians, however, still base their stories of settlement on the notion of rural self-sufficiency, begging the question: if general stores were so common, who were their customers? To answer this, Consumers in the Bush draws on the account books of country stores, rich evidence that has rarely been used. Douglas McCalla considers more than 30,000 transactions on the accounts of 750 families at seven Upper Canadian stores between 1808 and 1861. These customers were typical of rural society - farmers, artisans, labourers,...

General stores are essential to the image of a colonial village. Many historians, however, still base their stories of settlement on the notion of rural self-sufficiency, begging the question: if general stores were so common, who were their customers? To answer this, Consumers in the Bush draws on the account books of country stores, rich evidence that has rarely been used. Douglas McCalla considers more than 30,000 transactions on the accounts of 750 families at seven Upper Canadian stores between 1808 and 1861. These customers were typical of rural society - farmers, artisans, labourers,...