When choosing a gift for mother, there are many things that spring to mind.
Flowers, or maybe chocolates, even a bottle of nice wine could all be the perfect way to treat your beloved mother on Mothering Sunday. But sexy underwear? Perhaps not.
It seems that Asda has other ideas, however, by pitching a frilly bra and knicker as the way to a mother's heart.
The supermarket giant has shocked shoppers by selling the sexy lingerie as the ideal Mother's Day present.
Supermarket giant Asda has been branded 'tacky' for selling sexy lingerie - as a Mother's Day present
Shopper Martin Howes was stunned when he spotted a lingerie exhibit beneath a banner stating 'Mother's Day - Great Gift Idea' in his local supermarket in Bournemouth, Dorset.
Mr Howes shared a photo of the 'inappropriate' display on social media with the caption 'Yeah good one Asda, I'll get my mum a nice bra for Mother's Day'.
Mr Howes, mobile phone salesman, said: 'I couldn't believe it, what are Asda thinking?
'It just shows how retailers will use any excuse to try to force the public to purchase.
'If I bought my mum a bra and pants for Mother's Day she would be mortified. I'm 42 and she is 73.
Shopper Martin Howes was stunned when he spotted a lingerie exhibit beneath a banner stating 'Mother's Day - Great Gift Idea' in his local supermarket in Bournemouth, Dorset
'I think it's obviously aimed at young dads who need an excuse to buy their partners underwear and disguise it as a 'gift' from the children.
'But I think it's ridiculous and tacky of Asda to use Mother's Day like that.'
Asda were unable to explain why they had chosen to market underwear as an acceptable Mother's Day present, saying their believed in stocking a wide range of gift ideas.
In a statement a spokesman said: 'We offer a wide range of products to make your mum feel special on Mother's Day.
'From pyjamas to fragrances, and homeware to underwear, we have a variety of gifts to show your mum how much she means to you this Sunday.'
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