Supermarket stereotypes

In college, my friends and I, like most typical college males, weren't big fans of doing laundry to the point that it would become a game to see who could go the longest while still clinging to to some base form of acceptable hygiene. Through our experiences, we debated about what the "limiting factor" was in our wardrobes. That is to say, what was the article of clothing that, if we ran out of clean (and believe me, that word has never had a more loose definition that it currently does in this sentence) options, we would finally have to break down and spend an evening in the laundry room. After months of heated debate, we came to the conclusion that, shockingly, the answer was not underwear. I will not elaborate but instead will just say that the agreed upon answer was socks because socks were far more difficult to get creative with.

I always enjoyed the limiting factor game and often apply it to other avenues in life. Most recently, I have thought about it in terms of buying groceries. Prior to Elliott, the limiting factors in our house were generally either milk or toilet paper. But now, a new item has found itself in the mix. Baby food. If I am running low on baby food, there really isn't much of an option. I have to make a trip to the store. As the parent who is home in the mornings, I have been doing the bulk of the grocery shopping in the past year. And, the other day, while stocking up on essentials like sweet potatoes, risotto with cheese and garden vegetables with wild rice (all of which I have sneaking suspicion taste exactly the same) I noticed something that struck me for the first time.

For years, Shelbi and I have been aware of the subtle and brilliant ways that supermarkets are laid out. Produce on on end, breads and dairy on the other, candy, chips and soda right in the middle aisles that you can't avoid passing. But, on a weekday morning, I was walking down the aisle to get to the foods and I came to a sudden stop. In this particular aisle, only half of it was taken up by baby supplies (food, diapers, wipes etc...). The other half? Gossip magazines, romance novels and a smattering of chocolates and beauty supplies. Everything the stay-at-home mom needs, right? Because after you feed your baby and change his diaper, it's time for soap operas, a pedicure and some bon-bons while the baby entertains itself in the playpen.

Now, frankly, I'm not quite sure who should be more offended by this. Women? Because of the assumption that, if you are at home with a baby, chances are you like romance novels and other "women things." (It's like Safeway's version of Tivo. "I see you're purchasing strained peas and baby shampoo. May I suggest a copy of Us Weekly magazine and some fun size Snickers?) Or should men be more offended? Because of the assumption that only women buy items for babies. I'm not saying I expect to see Guns N' Ammo and beer can hats in the baby section either. Maybe just something neutral. Like crackers. 

Posted by Matthew Sherman at 11/13/2009 1:14 PM
Categories: uncategorized

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