Lidl subsequently half-apologized, issuing a statement that “As part of our changing action weeks, we—like all retailers—take seasonal or holidays as occasions for our marketing activities.... We regret that our current promotion causes some displeasure with some of our customers, and we take the feedback very seriously.” Rival grocery chain Aldi wasted no time in throwing salt in the wound, posting a Facebook photo of a gift basket full of chocolate, cheese, and wine captioned: “If you also think that on Mother’s Day you should leave the sewing machine or the trouser steam iron by Lidl Deutschland, then give the wonderful mothers of this world a little more.”

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The Takeout staffer Gwen Ihnat, a mom of twins, says she isn’t keen on the gift basket idea, though—or Yankee Candles and bath products, for that matter. She suggests you get moms what they really want—a massage and some peace and quiet. So, here’s your game plan: spa gift card + taking the kids away for the weekend + maybe sharing the domestic responsibilities like it’s not 1940 anymore.