The setting is a crucial factor in understanding the mindset of the characters and the social environment in which a story occurs. The essentiality of the setting is derived from the idea that people, and the way they live, are not all the same. This idea is manifested in John Updike’s “A&P” through the use of location and time period. The story occurs during the 1960’s in a general location that is notorious for persecution of people who deviate from the norm. Overall, the setting of “A&P” contributes to the conformist ideals of the people in Sammy’s town, which paves the way for the main conflict of the story.