While women's responsibilities for family meals remain the ubiquitous norm, it actually requires, as DeVault (1989) points out, invisible coordination work: commercial housework underpaid (Glazer 1993). Large-scale retailing has moved from small shops to large supermarkets and has restructured the way women should behave inside shops (Deutsch 1999: 143). In the post-war period, consumption was an expansion of citizenship. In the early 20th century, people in the United States viewed grocery shopping as work, an activity that is time-consuming, intense, and filled with negotiations over price and quality (Deutsch 2012). The growing dominance of the capitalist labor process, especially after the Second World War, new divisions of labor through the transfer of labor (Glazer, 1993) which have obscured the connection between capital production and everyday life. In doing so, women's work has also been obscured, aided by the infrastructure of customary family expectations, the conceptual inadequacy of viewing domestic work as private, chain store designs for forced consumption, and state programs. As the United States experienced high economic growth and a sizable economic boom, grocery shopping was no longer considered work, although it still required a significant amount of time. During this period supermarkets were portrayed as symbolizing the success of the American model but in an apolitical form, numbing the minds of consumers as social actors but emphasizing their individuality by advertising the attractiveness of freedom of choice. During the years 1930-1931 supermarket chains dealt with declining prices and profits, stores begin to pay more attention to women. In the example Deutsch (1999) states that Kroger, National Tea Company and A&P began to develop d...... middle of paper ......Glazer, NY (1993). Women's paid and unpaid work: Job displacement in healthcare and retail. Philadelphia: Temple University Press. Herrmann, A. (2002). Shopping for identity: gender and consumer culture. Feminist Studies: FS, 28(3), 539.Hinrichs, C. C. (2000). Embeddedness and local food systems: notes on two types of direct agricultural markets. Journal of Rural Studies, 16(3), 295-303.Humphery, K. (1998). Shelf life: supermarkets and changing consumer cultures. Cambridge University Press. Koch, S. L. (2013). A theory of spending: Food, choice, and conflict. Bloomsbury Publishing.Koch, S. L., & Sprague, J. (2014). Economic sociology versus real life: The case of spending. American Journal of Economics and Sociology, 73(1), 237-263.Veblen, T. (2005). The theory of the leisure class; an economic study of institutions. Aakar Books.