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The past year has been particularly tough on working mothers—so much so a July 2020 op-ed in The Washington Post predicted the pandemic will set working moms back a generation.
The added pressure on moms, who research shows were far more likely than dads to shoulder the responsibility for remote learning, is in part why Walmart wants to make Mother’s Day an entire month this year.
As a result, the retailer is out with a new campaign it calls “Mother’s May” to “[show] love to the leading ladies in our lives.”
The celebration will start May 6 with Mother’s Day Markets at 32 Walmart Supercenters around the U.S.