The industrial towns of northern England have been largely overlooked during the late eighteenth and early nineteenth centuries. This article examines newspaper advertising, directories, public building and improvement in Manchester, Leeds and Sheffield and identifies a middling, consumerist society, where urban culture was firmly rooted in the localities in which it developed. The nature of this culture challenges simplistic understandings of metropolitan dominance and questions the utility of national models of consumerism and ‘politeness’ that ignore the importance of regional variation and provincialism.