Lidl caught in sexism row after announcing Mother’s Day sale on ‘stereotypically female’ items such as irons, sewing machines and recipe books

The German supermarket chain has been accused of stereotyping women after featuring recipe books, irons, sewing machines and vacuum cleaners as ideal gifts for mums.

It urged shoppers to take advantage of special discounts on the goods "to say thank you" to their mums on European Mother's Day.

Unlike Britain, most countries across Europe and around the world celebrate Mother's Day on the second Sunday in May.

The ad in question appeared at its stores in Austria and was headed: "For the best mother".

It went on to highlight several products deemed excellent Mother's Day gifts.

Local media reports that the advert caused outrage with many online commentators deeming it sexist and outdated.

One wrote: "Real satire: back to the 1950s. The laughing stock of the week", while another netizen added: "Dear mother, please take this ironer/sewing machine/vacuum cleaner as a sign of my gratitude."

A Lidl spokesman commented: "As part of our changing action weeks we – like all retailers – take seasonal or holidays occasions into our marketing activities.

"We offer special promotional products or reduce selected products in price, sometimes significantly, for a limited period of time which is always very well received by our customers.

"We regret that our current promotion causes some displeasure with some of our customers and we take the feedback very seriously."

Lidl later decided to ditch the controversial Mother's Day promotion and replaced it with one offering handbags, jewellery and scarves for customers to buy for their mothers.


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