Shutterfly Congratulates Thousands of Women for Babies They Didn’t Have

Not a laughing matter to those facing infertility, miscarriage

This morning, Shutterfly, a photo/card printing website, sent out a mass email congratulating tons of people on their newborn babies. Which would be incredibly thoughtful, had many of the recipients actually given birth.

The error blew up on Twitter, as well as on Shutterfly's Facebook page. For many recipients, it was just a humorous gaffe. But for people who have struggled with miscarriage, infertility or the loss of a child, Shutterfly's email seemed particularly cruel.

Via Facebook: "I lost a baby in November who would have been due this week. It was like hitting a wall all over again."

Shutterfly issued an apology within a few hours of the emails going out:

But there was also talk of a second batch that got sent out this afternoon:

Pouring one out for Shutterfly's PR team right now.

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Roo Powell is freelance contributor to Adweek.