But Superdrug clearly finds the usual gift options a little anti-climactic and is encouraging their customers to choose a more intimate present.
This year, one of its stores Stirling, Scotland, placed reminders for Mother's Day on a shelf stocked with Durex condoms, lube and vibrators.
Keeping shoppers informed that the special day falls on March 31, the little card suggests shoppers buy their mothers 'pleasure gels' including two in one sensual massage oils scented with Ylang Ylang and eucalyptus.
Or lubricants including the 'real feel' Durex play and all natural and water based intimate gel, ideal for use with 'toys', all in various flavours including strawberry and cherry.
And for those that are short of pocket, some of the products are even on sale, with savings of up to £3 on selected condoms and vibrators.
For those looking to splash out on their lucky lady, the store also stocks YES VM products like the £11.99 vaginal moisturiser and their all-natural gels.
While they're far from a traditional bunch of flowers, the staff have certainly thought outside of the box.
Superdrug isn't just selling intimate presents this year – it also has a range of fragrance, make-up and pampering gifts that are sure to make your mum smile.
And while the sex toys are advertised as the ideal gift in store, they don't make the cut with the online gift guide. We wonder why…
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