It is . . . Mothering Sunday, the florists' commercial delight--a far cry from the ancient practice of visiting a cathedral or the mother church of the diocese.
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This quote is linked to the event - Mother's Day
Source Notes: My Name Escapes Me: The Diary of a Retiring Actor ("Sunday, 17 March 1996") (1996). Mothing Sunday is a different date in England, but many people in this country share Guiness's cynicism about the involvement of the florists in engineering this tribute.
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