Economic sociology improves on neoclassical economics but underanalyzes the economic activity of the consumer, leaving the assumption of consumer sovereignty unchallenged. We believe economic sociology marginalizes consumer activity because it is written from the standpoint of privileged men. Using institutional ethnography, we examine economic activity beginning from a standpoint of the person who grocery shops for a family. Starting from this standpoint exposes the gendered character of both the economy and economic sociology's conventional approach to analyzing it.