A rise in the relative cost of time of women has increased the demand for brand names and reduced the demand for information traditionally supplied by retailers. A theory of the optimal allocation of shopping responsibilities in a two‐earner household shows that a rise in the woman's wage increases the demand for brand names by more than an increase in the man's wage. An increase in the relative earnings of women is related to a rise in male shopping, the growth of trademark filings, an increase in manufacturer advertising, and a reduction in retail personal services in several industrie