Ahead of Mother’s Day 2023, numerous prominent corporations have begun simultaneously sending out emails to customers offering them the chance to opt out of receiving Mother’s Day-themed messages.

As reported by the Daily Caller, multiple screenshots posted to Twitter by various users depict strikingly similar messages from companies such as Hallmark, DoorDash, Kay’s Jewelers, Kroger, and Fry’s Food Stores, among others. The messages all feature very similar wording, leading many to consider the possibility of a coordinated campaign.

“We know Mother’s Day and Father’s Day can be sensitive times for some. If you’d like to opt out of our emails and push notifications for these holidays, please tap below,” says the email from Fry’s Food Stores.

“We know Mother’s Day can be a challenging time, which is why we want to know if you’d rather not receive Mother’s Day related emails,” the email from Kay’s reads.

“We understand that Mother’s Day can be a difficult time for some. Click the button below if you’d prefer to be removed from additional emails and push notifications this year,” says DoorDash.

The messages were called out by conservative commentators on Twitter, with Turning Point USA founder Charlie Kirk declaring that “Brands are bending over backwards to let customers ‘opt out’ of Mother’s Day. Can we opt out of Pride Month spam too?”

“Why is our culture so hateful of motherhood?” said Lila Rose, an anti-abortion activist.

Mother’s Day this year will be on Sunday, May 14th.