Supermarkets, Strollers and Suburbia

shopping A&Psupermarket illustration suburbia 1950s

In this day and age when you have to maneuver yourself through a flotilla of McClaren strollers manned by an army of nannies and stay-at-home-moms just to place an order at the supermarket deli counter, it’s quite a sight to see that 60 years ago baby strollers were casually left outside while  mama did her shopping.

Today, leaving a baby unattended in a car for more than 5 minutes while Mom does a quick errand warrants a quick call to social services.

But apparently, not so long ago it was more than okay.

Whats Wrong With this Picture

As this 1950 advertisement for A&P supermarkets shows, you could consider the walkway outside the busy suburban supermarket your own personal day care center. while Mom loads up on frozen TV dinners inside, 5 year old Susie with undiagnosed ADD keeps a watchful eye on baby brother in his buggy.

“Its a pretty good sign when you see a pram parade lined up outside a store, that mothers are inside doing a smart bit of shopping,” the ad copy boasts.”And we blush with pride because so many of these mothers choose A&P as the place to stretch those slim, just-getting-started-household budgets.”

Apparently having grown up with the fear of the Lindbergh baby kidnapping had no effect on these young mis-centuryMoms.

Go figure.


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