'LIL

[ICouldHaveCheckedFirst]

TK Maxx Mother's Day promo in window:

A 'LIL REMINDER

It's a new one on me!

It should be li''l' I guess, but maybe they ran out of apostrophes ...

Phonetically it works, obviously, but it just grates.

I mean, if they illustrated it with a picture of a lily I might allow it as a very lame joke. But otherwise they just make it seem as though they couldn't afford all the letters.

Maybe reminding those who have a mum called Lil 🤔

@CelticSilver , li'l. You only need one apostrophe to indicate omitted letters.

Lilo?

Isn’t this just another creeping Americanism? I’ve come across it many times in American media as a colloquial contraction of “little”. It’s irritating to see it over here, but I suppose it’s inevitable.

The have a US parent company. I expect Americanisms are a creeping menace for their UK staff.