Selling the “Necessaries of Life”: Alexander Campbell and Consumerist Christianity in the Early Republic

abstract: As much as anything else, the history of Christianity in the early American Republic was about business. Scholars of religion frequently sideline the economic aspects of Christianity, concentrating instead on activities deemed strictly “religious.” Conversely, economic historians have often reinforced capitalist ideology by assuming that markets functioned as they ideally should, overlooking the disorder and unpredictability of real life. This article aims to avoid these common oversights, exploring the intertwined nature of Christianity and business in early American history. Through the case of Alexander Campbell—a preacher who also became a printer, publisher, and entrepreneur—this study highlights the essential role of business practices in nineteenth-century Christianity. In an increasingly consumer-driven society, Campbell’s publications, including his magazine, Bible, and hymnbook, functioned as commodities, as instruments of commercialization, and as authentic theological expressions. His business practices and a consumer-oriented theology helped him amass both a vast religious following and considerable wealth. And as was the case in other industries, Campbell’s success shaped the contours of American life.