Mum, Mam or Mom - which did you use this Mother's Day?
BBCIf you have been into a supermarket or near a card shop in the past few weeks, you will know what today is - Mother's Day, the annual celebration honouring the women we call our mums...mams...or, in some parts of the West Midlands, moms.
Always marked on the fourth Sunday of Lent - three weeks before Easter - it is a chance to show her how much she means to you.
But, for one business owner, there was previously frustration - at national retailers overwhelmingly stocking cards addressed only to "mums" - so she launched her own service to cater for every "mom, mam, mother ma and mama" around the country.
Growing up in Shirley, in the West Midlands, Andrea Pullen said there was a 50-50 split among her friends about whether they referred to their mum or mom.
"It's always been slightly contentious," she explained.
"Friends would write 'mom' in their schoolwork and teachers would correct them saying it was an Americanism.
"But it's obviously a Birmingham thing to say."
There is evidence to back this up as, far from being an Americanism, according to social historian Prof Carl Chinn, the word "mom" is "deep rooted" in the history of Birmingham and the Black Country, all dating back to the time of the Anglo-Saxons of west Mercia.
Very few texts written in the Mercian dialect survive, but of those that do, they "indicate that the Mercians turned an 'a' into an 'o' before a nasal consonant such as 'n' 'm' and 'ng," he added.
"Thus Mercians would have said mon for man, hond for hand and lond for land," Chinn explained.
"We don't see it written down until just before the first world war, when it appears in the In Memorium columns in the Birmingham Mail, and that's important because it was read by working class Brummies.
"It is remarkable that this feature survived strongly into the 21st Century in Birmingham and the Black Country and it is because of this ancient linguistic feature that we say 'mom' and not 'mum'."
Penny Johnson, who runs her flower shop in Coleshill, near Birmingham, said it was just part of the local dialect.
She had posted the question "mom or mum?" on social media which "sparked quite the debate," she said.
"It's just triggered loads and loads of comments," she went on to say.
If people request floral lettering for funerals, she added "then I would probably say about 80% of them would be for mom rather than mum".
"It's not very often we get asked for mum and, if it is, it's probably somebody that's perhaps grown up out of the area," she said.
"My kids are in their 20s, and I'm still mom to them - and mine is still my mom."
Her floral window display also spells out the word.
"It's just the norm to me, but we've had some lovely comments on it."
Pullen, who runs her online business Mom Cards from her Stafford home, said her sales had doubled in the past 12 months.
She set it up after hearing the frustration of friends not being able to find appropriate cards in the shops.
"It's a very personal thing," she said, "and you wouldn't adjust the spelling of your own name to something else".
She also maps the usage of different terms across the UK.
"It's fascinating where all the different orders are coming from, because obviously what you call a mother is passed down through generations - and even if you move away you're taking that with you.
"It's such a strong part of the Birmingham identity."
"I'm just trying to make sure that whatever you call your mum, there's a nice range available for her."
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