Shoppers enraged over 'sexist' Mother's Day display at Checkers

For as long as Mother's Day has existed, shopping for the perfect present for the holiday has been a source of anxiety for children and spouses alike. 

What do you get? A fluffy gown, a mug, a new dishwashing machine? And do mothers really want to receive household appliances as gifts?

Despite arguments to the contrary, Mother's Day specials have mostly leaned towards chocolates, household appliances or cooking. It's as if the presents say "hey mom, keep up the hard work!". What a charming message. 

In South Africa, there seem to be only two kinds of Mother's Day marketing campaigns: cutesy or sexist. This year, Checkers is being accused of gross sexism after a picture of its in-store Mother's Day display made rounds on social media.

Observers could not believe that a big brand such as Checkers could make such a sexist statement.

At least one person pointed out that this could be part of an elaborate advertising scheme by Checkers.

Checkers responded to the complaints, saying that this display at a Van der Lingen, Paarl branch did not correspond with the official Mother's Day offers. 

Is this all part of the brand's advertising plan? 

And, what if there are mothers out there who do want to receive detergents as gifts?

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