My inbox is overflowing with sexist Mother’s Day gift ideas

I enjoy a theme, maybe a little more than the average person around festive events, from Christmas to Easter and everything else in between. But even I have a line of what’s acceptable.

When it comes to Mother’s Day, some brands go wildly off-piste and try to flog their goods as good gift ideas, when in reality it’s just offensive, sexist and misaligned marketing.

As IndyBest editor, for the past few weeks my inbox has been bursting with gift ideas for the matriarchal figure in our lives. I cannot wait for the date to be over to rid my inbox of these emails.

For one thing, there’s no concern for whether I even want to receive these, or whether it’s a sensitive subject for me that could be triggering. But that’s another issue.

My main problem with it this year is being sent emails from PRs trying to push ideas such as electric hand whisks, or a toastie machine that’s in the shape of a hideous handbag with a pink bow on it. It’s an instant delete on those emails. Worse yet, I even had one with a matching kettle and toaster set.

These suggestions are just so sexist. What woman, or person, wants to receive a kettle for any sort of gift? Let alone on the day you’re being celebrated as a mother for all that you do for your family. And that’s not even me being ungrateful. It’s just not thoughtful.

Just because they happen to be a woman, does not mean they want to be whipping up cakes with an electric hand whisk, or would even be any good at it.

Imagine, on Mother’s Day morning, being presented with a toaster with your breakfast in bed. A regular household item is not a gift – to anyone, let alone a mother. I hope I don’t need to warn anyone of that. All it says is “remember your place is in the kitchen, woman”.

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Next, someone will be suggesting the new fridge freezer should be a joint birthday and Christmas present. That would be the last straw.

Gifts are supposed to delight, and be something the person wouldn’t usually buy themselves. Not white goods. Perhaps a little luxury they’ve had their eye on, or a treat experience. A small token can be a book they’ve been waiting to be published by their favourite author, or vouchers for a restaurant they like.

God forbid, club together and take her on holiday or a surprise staycation – as we all need one of those. It is not a mundane everyday product that screams “get back in the kitchen”.

Yours,

Emma Henderson

IndyBest editor