"It may just be an 'S' on the end, but you've made 100,000s very happy!"
By
Michaela Morgan

24 Mar 2017 - 1:03 PM  UPDATED 24 Mar 2017 - 1:03 PM

UK supermarket chain Sainsbury’s has released a Mother’s Day card that celebrates same-sex parents, according to Pink News

The card reads “To my lovely mums” in gold lettering and is the first time the retailer has offered a greeting card in its Mother's Day range that caters to LGBT+ families. 

“From our product range to the diversity of our colleagues, we work hard to reflect the communities we serve,” says James Brown, the commercial director for Sainsbury's.

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“It’s hard to be accepted in this cruel world we live in and not one moment do I want my daughter to forget that her dad loves her, no matter what.”

“We’re delighted to be expanding our Mother’s Day range this year to include a same-sex card, giving our customers greater choice.”

Twitter users have praised Sainsbury's decision to release the new greeting card with user @genderguide writing: "Absolutely amazing! It may just be an 'S' on the end, but you've made 100,000s very happy!" 

User @roxiecakes tweeted: "This is great - it's so hard to find LGBT cards in shops x"

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The company released a range of same-sex Valentine’s Day cards earlier this year and featured a gay couple in an animated Christmas advertisement in 2016.

In the United States, Hallmark introduced same-sex Mother's Day cards in 2014 and now features a broad range of LGBT+ cards.