Home shopping is currently being tested and tried by many supermarket companies. For many, home shopping could well be one method of gaining incremental customers and sales. The major purpose of this study was to determine the current status of home shopping services in the U.S. supermarket industry and to document consumers' reactions to the home shopping services provided. In order to achieve these objectives, an integrated approach was employed consisting of a four part methodology: 1) a comprehensive review of research, trade literature, and other secondary information, 2) a mail survey to selected supermarket companies, 3) field visits and interviews with supermarket companies, and 4) consumer focus groups comprised of past, current and potential home shoppers.