The Earliest Known Sales Promotion in the UK

The earliest known sales promotion in the UK can be traced back to 1477, when William Caxton created what is considered the first printed advertisement in the English language[1][2][3]. This groundbreaking piece of marketing history involved Caxton promoting his publication of the “Sarum Ordinal” (also known as the “Pyes of Salisbury”), which was a handbook for priests containing rules about feast days and the changing dates of Easter[1][2][4].

Caxton’s Revolutionary Advertisement

Caxton’s promotional approach was remarkably sophisticated for its time. The small broadside advertisement, measuring just under 15 cm wide, was intended to be displayed in the neighbourhood outside his shop at Westminster Abbey[2]. The seven-line advertisement read in archaic spelling:

“If it plese any man spirituel or temporel to bye ony pyes of two and thre commemoraios of Salisburi use empryntid after the forme of this preset lettre whiche ben wel and truly correct, late hym to come to Westmonester in to the almonry at the reed pale and he shal have them good chepe.”[2]

What made this particularly clever was that Caxton used the advertisement itself as a product demonstration – stating that the handbook was “printed in the same letter type as the advertisement”[1]. This allowed potential customers to assess the quality of the printing before purchasing. The advertisement also emphasised two key selling points that remain relevant today: product quality (“truly correct”) and competitive pricing (“good chepe”)[1].

Pre-Print Era Sales Promotion Techniques

Before Caxton’s printed advertisement, several forms of sales promotion existed in Britain:

Trade Cards and Shop Signs

During the medieval period, traders used trade cards and shop signs as promotional tools[5][6]. These were small printed illustrated cards that shops and tradesmen handed to customers, describing their products and services[7]. The hope was that customers would pass these cards to friends and family, creating an early form of word-of-mouth marketing[7].

Town Criers as Walking Advertisements

In medieval England, town criers served as human advertising mediums[8][9][10]. These bellmen not only announced royal proclamations and local bylaws but also advertised products and services[8][11]. For example, at Christmas 1798, the Chester Canal Company used a town crier to advertise damaged sugar for sale from their packet boat[8][11].

Regulatory Requirements for Pub Signs

By the late 14th century, English law actually required innkeepers to display signs outside their premises[12]. King Richard II’s legislation stated: “Whosoever shall brew ale in the town with intention of selling it must hang out a sign, otherwise he shall forfeit his ale”[12][13]. This represents one of the earliest mandated advertising requirements in British history.

Early Newsbook Advertisements

The earliest surviving example of a newsbook advertisement dates from 1622[7][14]. These early print advertisements were primarily used to promote books, newspapers, and patent medicines[7][15]. During the 17th century, newspapers began carrying advertisements for lost and found items, real estate, shipping information, and commercial prices[15].

The Evolution of Sales Promotion

The concept of sales promotion evolved significantly over the centuries:

• 11th-17th centuries: Shop signs, trade cards, and town criers dominated promotional activities
• 1477: William Caxton’s printed advertisement marked the beginning of print advertising
• 1622: First recorded newsbook advertisement appeared
• 1657: First publication consisting solely of advertisements was permitted[15]
• Late 17th century: Trade cards became popular in Paris, Lyon, and London[6]
• 18th century: Advertising agencies began to emerge, with the first recorded agency dating to 1786[16][3]

Significance of Caxton’s Innovation

Caxton’s 1477 advertisement represents a pivotal moment in marketing history for several reasons:

1. First printed advertisement: It established the foundation for all subsequent print advertising[1][2]
2. Product demonstration: The advertisement served as a sample of the product quality[1]
3. Clear value proposition: It emphasised both quality and competitive pricing[1]
4. Strategic placement: Designed for display outside his shop to attract passing customers[2]

While earlier forms of sales promotion existed through trade signs, town criers, and trade cards, William Caxton’s 1477 printed advertisement for the Sarum Ordinal stands as the earliest known documented sales promotion in the UK[1][2][3]. This pioneering piece of marketing established principles that remain fundamental to advertising today: product demonstration, quality assurance, competitive pricing, and strategic placement for maximum visibility.

References and Further Reading

[1] The Oldest Surviving Printed Advertisement in English (London, 1477) https://medievalbooks.nl/2019/01/24/the-oldest-surviving-printed-advertisement-in-english-london-1477/

[2] Caxton Prints the First Book Advertisement in the English Language https://www.historyofinformation.com/detail.php?id=4292

[3] A brief history of advertising | OpenLearn – The Open University https://www.open.edu/openlearn/money-management/management/business-studies/brief-history-advertising

[4] Advertising 2016 – University of Nottingham https://www.nottingham.ac.uk/manuscriptsandspecialcollections/documents/exhibitions/librarydisplay/advertising-2016.pdf

[5] 18th Century Trade Cards | All Things Georgian – WordPress.com https://georgianera.wordpress.com/2015/01/29/18th-century-trade-cards/

[6] Trade card – Wikipedia https://en.wikipedia.org/wiki/Trade_card

[7] History of advertising in Britain – Wikipedia
https://en.wikipedia.org/wiki/History_of_advertising_in_Britain

[8] Town Criers … Make ‘Ye Way https://ccrenfaire.com/town-criers-make-ye-way/

[9] Town Criers – a British tradition temporarily silenced https://www.bitesizedbritain.co.uk/town-crier111/

[10] A History of The Town Crier – Historic UK https://www.historic-uk.com/CultureUK/The-Town-Crier/

[11] MODBURY TOWN CRIER https://www.modburytic.org.uk/pages/modbury-town-crier

[12] Antique Stories: A Brief History of Trade Signs – Decorative Fair https://decorativefair.com/antique-stories-a-brief-history-of-trade-signs/

[13] The Intriguing History of Advertising Signs | Design & Reprographic … https://www.designofficesupplies.co.uk/the-intriguing-history-of-advertising-signs/

[14] [PDF] 1960s Heinz Baked Beans https://wlv.openrepository.com/bitstreams/341b625e-b82f-4566-be41-d0861d7d6371/download

[15] Journal of Historical Research in Marketing https://wlv.openrepository.com/bitstream/2436/621579/1/Richard%20Hawkins%20-%20Journal%20of%20Historical%20Marketing-%20The%20origins%20of%20marketing%20practice%20in%20Britain%20-%20From%20the%20ancient%20to%20the%20early%20twentieth%20century.pdf

[16] History of Advertising No 84: The world’s first ad agency – Campaign https://www.campaignlive.co.uk/article/history-advertising-no-84-worlds-first-ad-agency/1220515

The Fascinating Evolution of Sports Sponsorship in the UK: From Tobacco Cards to Digital Deals

Kevin Harrington

I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

See Full Bio