The article calls attention to gender as a dimension of the expansion of U. S. consumer borrowing. The first section emphasizes that gender is not a dummy variable, but an evolution of habits of thought. The second section discusses how changing gender relations are connected to gendered product differentiation and market expansion. The final section connects gendered market expansion and changing gender habits of thought to the expansion of consumer borrowing. We argue that, in addition to the acknowledged role of credit, gender relations also mask the structural financial fragility of households.