In what ways did world war 2 most directly affect consumers at home

Surprisingly, in many ways. However it mostly depends on which country.
I'll give you an overall answer that all countries had in common.
For the most part, there was food regulations and a lot of "support your military" propaganda. 
Food was scarce, and the military needed donations. 
This also goes as far as bedding, vehicles, and communication devises. 

I hope this helps! :)