Retailers are increasingly asking customers if they want to opt out of emails about Father’s Day, in case they trigger traumatic memories or grief among the bereaved. The approach, pioneered by florists Bloom & Wild in 2019, has now spread to several major chains including Tesco, Boots, Waterstones and Ocado. Bloom & Wild said the moved was prompted by messages from customers who did not wish to receive emailsBut Charlotte Langley, at Bloom & Wild, said the move was prompted by customers themselves, who asked not to receive emails about Mother’s Day. ‘As a marketer, you just absolutely do not want to send people emails that would be painful for them to receive,’ she said. But one Mumsnet user wrote before Mother’s Day in March: ‘So far, I have had 13 of these emails in two weeks.

Source: Daily Mail May 30, 2021 00:42 UTC