Sainsbury’s launches same-sex Mother’s Day card for people with two mothers
Sainsbury’s has released its first ever Mother’s Day card for same-sex parents.
In an announcement on Twitter, the supermarket giant said it wanted “to reflect the diversity of our customers and colleagues” with the card.
The card, a pink design that’s addressed “to my lovely mums,” was created “to better reflect the growing number of non-traditional families,” Sainsbury’s said.
James Brown, director of commercial for the company, explained: “From our product range to the diversity of our colleagues, we work hard to reflect the communities we serve.
We’re delighted to be expanding our Mother’s Day range this year to include a same-sex card, giving our customers greater choice.”
— Sainsbury's News (@SainsburysNews) March 22, 2017
The move follows the decision by Sainsbury’s earlier this year to launch a range of same-sex Valentine’s Day cards.
And the retail behemoth also featured a same-sex couple in one of its Christmas adverts – for the second year running.
Around 20,000 children in the UK live in same-sex couple households, and almost half of Brits send a card for Mother’s Day.
Mother’s Day is worth £400 million to the greeting card industry.
Encouragingly, the only direct responses to the news have been completely positive.
@SainsburysNews fantastic. I love this. X
— Jeni jeni (@jenimeli) March 22, 2017
@SainsburysNews well done!
— Wendy Bradshaw (@BradshawWendy) March 22, 2017