The historical context of the emergence of the “mother as consumer” is the subject of this article. The newly formed children's clothing industry and its trade press (1917-1929) serve as entry points into this investigation. The focus is on examining several nodes of intersection among the domestic sphere of mothers and children, the involvement of mothers in child welfare efforts, and the strategies of some in the merchant class to capture the “mother trade” by exhorting consumption on behalf of children. An ideology of maternal consumption served to adjudicate the integration of the sacred sphere of mothers and children with the profane world of the marketplace by recasting motherhood as consumer practice.