MALE shoppers short on ideas for Valentine's Day have been given something of a godsend with the opening of the new Ann Summers store in Blackburn.

Roger Airey managed to fight his blushes as he went in search of the ultimate saucy gift for his other half...

IT'S the time of year most men dread.

Possessed by a natural ability to be bereft of 'gift' ideas at the best of time, the pressure is really on to get a perfect present for the mushiest of all days -- Valentine's Day.

Chocolates, flowers and perfume are all a bit passe and won't cut the mustard with a large proportion of other halves.

And only six weeks after Christmas too -- what do they want -- blood?

Anything bought from there is a present for 'her' and undoubtedly will also turn out to be quite interesting for 'him' too!

After plucking up the courage to enter the shop (it is the 21st century after all), I was immediately put at ease by the relaxed atmosphere of the store.

It would appear those 'nudge, nudge, wink, wink' days of the 1970s are thankfully long behind us.

True to their claim that 30 per cent of their customers are men, there were a few scattered about the shop, perusing the merchandise, weighing up what to get the other half for Valentine's Day.

One man was even actively engaging the advice of one of the helpful assistants scattered throughout the score. No air of embarrassment, no funny looks from the women customers.

And it is a bit of a dilemma. Anything risque (for example they sell naughty night nurse outfits) is always a bit of a gamble and can result in the cold shoulder, or worse, the back of the hand across the face!

The safest route to go down is to choose something tasteful, stylish but with a smattering of raciness about it and there were plenty to be had.

After a bit of help, I settled on the 'Vamp' matching bra and briefs set which just about met the above criteria perfectly.

According to the sales assistants, the store has been busy all week with hundreds of men choosing their Valentine's Day gift, from office workers on their lunch breaks to pensioners just having a look round.

Believe me, they sell other, erm, items for the more adventurous type, but I can't tell you about them in a family newspaper.