Abstract
This paper explores how gender is constructed and reinforced through children's merchandising at Target, focusing on the toy, clothing, and greeting card departments. Using qualitative observational methods, I documented the ways in which colors, themes, and product placements subtly but powerfully separate items by gender. My findings reveal that gendered marketing is deeply embedded in retail environments and reflects broader societal expectations surrounding masculinity and femininity. These early messages shape children's self-perceptions, behaviors, and even long-term aspirations. Drawing on sociological theories of gender socialization and primary framing, as well as existing literature from Lips, Wade, and Ferree, this study situates retail merchandising as a key site of cultural transmission. The analysis also considers the role of intersectionality and the limitations of inclusivity in consumer spaces. Ultimately, the paper argues that while some families may attempt to resist gender norms, the pervasive binary marketing in major retail spaces continues to shape children’s understanding of what roles are "appropriate" for boys and girls, reinforcing systemic inequality from a young age.
Recommended Citation
Abbott, Janelle
(2025)
"Children’s Merchandising,"
Silicon Valley Sociological Review: Vol. 23, Article 10.
Available at:
https://scholarcommons.scu.edu/svsr/vol23/iss1/10