While female responsibilities for family meals remain omnipresent, the norm in fact requires, as DeVault (1989) points out, an invisible work of coordination: underpaid commercial domestic work (Glazer 1993). Large retailers moved from small stores to large supermarkets and restructured the way women should behave inside stores (Deutsch 1999: 143). During the post-war period, consumption was an expansion of citizenship. In the early 20th century, Americans viewed food shopping as work and activity that was time-consuming, intense, and full of negotiations over price and quality (Deutsch 2012). The increasing dominance of the capitalist labor process, especially after World War II, saw new divisions of labor through labor transfer (Glazer, 1993) which obscured the connection between capital production and everyday life. In doing so, women's labor has also been obscured by the infrastructure of customary family expectations, the conceptual inability to view domestic work as private, chain store schemes for forced consumption, and state programs. As the United States experienced strong economic growth and a sizable economic boom, grocery shopping was no longer considered work, although it still took a lot of time. At that time, supermarkets were presented as the symbol of 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 appeal of freedom of choice . During 1930-1931, as grocery chains sold with falling prices and profits, stores began to pay more attention to women. For example, Deutsch (1999) states that Kroger, National Tea Company, and A&P began developing paper... middle of paper ... Glazer, NY (1993). Women's paid and unpaid work: the shift in labor in health care and retail. Philadelphia: Temple University Press. Herrmann, A. (2002). Shopping for identities: gender and consumer culture. Feminist Studies: FS, 28(3), 539. Hinrichs, CC (2000). Integration 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 the evolution of consumer cultures. Cambridge University Press. Koch, S.L. (2013). A theory of grocery shopping: food, choice and conflict. Bloomsbury Publishing. Koch, S.L. and Sprague, J. (2014). Economic sociology vs real life: the case of racing. 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.