But there's one condition - they have to be lesbians.
The owner of Boing Boing breastfeeding and baby store is offering same-sex female couples the exclusive 'hardship' discount because she says they earn less than men.
|Controversial discount: Store owner Karen Paperno says she doesn't care if the offer is politically incorrect - but some gay men have complained|
She said most shoppers are 'tickled' by the offer, displayed on a gold plaque behind the till at the Brooklyn shop, but some gay men have taken offence.
Mrs Paperno - who is straight - told the New York Daily News: 'My heart goes out to lesbian moms.
'Women still only make 77 cents on the dollar, compared to men. Financially, women have a much harder time of it.'
She opened the shop in Brooklyn's exclusive Park Slope neighbourhood 15 years ago, and said she started the discount in part as a tribute to the area's sapphic roots.
|'Hardship' offer: Lesbian mothers can get 10 per cent off all stock at Boing Boing - because its owner says they earn less than men|
Lesbian couples can enjoy the discount across the store's range of breastfeeding accessories and baby clothes.
The offer gets about one taker a day, and customers don't have to prove their sexuality - although Mrs Paperno said little 'experimenting in college' doesn't count.
As far as she knows, no straight couples have tried to get in on the reduction yet. She said: 'This neighbourhood is way too honest.'
|Cheaper for some: Lesbian mothers can get 10 per cent off the breastfeeding equipment and baby clothes on sale at Boing Boing|
She told Brokelyn: 'The lesbians love it and the gay males get upset. But their disposable income is so much higher than women’s. Men just make more than women.'
As far as she is concerned, she isn't breaking any anti-discrimination laws, and says the offer is no different from the hardship discounts she has offered needy couples in the past.
She told the New York Daily News: 'It's not politically correct, but neither am I. Never have been, never will be.
'This is my store, and I can choose to do this discount for the people who need it most.'