This study investigated the construction of sexual identity and sex stereotypes. A total of 32 mainly Caucasian, married primiparous parents attending birthing classes participated in a study of their buying habits and gifts they received prior to and after the birth of their child, and hence, before and after the child's sex was known. Under both conditions, videotapes were made of purchases and gifts. The name, color, and other details were coded for each article. A total of 3,686 articles were recorded. Of these, only 653 were purchased by parents. Parents purchased more items before an infants' birth than after. More gifts were received before birth than after. In general, "society" gives most of its items to a primiparous parent with no knowledge of the sex of child. Items given solely to female babies were dresses, tights, and wash cloths. Items given solely to male babies were toy cars, stack up rings, suction cup toys, basketballs, rubber ducks, stuffed animal pigs, bats, footballs, pins, trucks, balls, changing pads, and activity blankets. White was the most common color. Sex differences were found in the colors of articles given the infants, in decals, and in toys. It is concluded that society defines infants through colors, toys, and decals they deem appropriate for the respective sexes. (RH)