ORLANDO, Fla. – The Fairvilla megastore on U.S. Highway 441 in Orlando is known for its creative signs, but the current message is turning heads in the community.

[VIDEO: Fairvilla spokeswoman discusses controversial sign]

The sign, which currently reads "National Masturbation Month. Don't forget to celebrate," has raised concerns with some parents who drive along this major road.

"Very rarely do we get complaints about our signs to our store. Occasionally, but very rarely," said Fairvilla spokeswoman Debra Peterson. "This month is one of the bigger times where we use innuendo."

In fact, although there are complaints from parents, Peterson said their signs bring a lot of positive attention to their store, along with increases in sales.

"We feel that using humor and fun helps break down a lot of stereotypes", Peterson added. "People will stop to take pictures or will call us about the marquee. It breaks down a lot of barriers, and we find more people will come in."

Often Fairvilla signs are suggestive, but the term "masturbation" being used so big and bold on the side of a busy street is what's raising eyebrows.

"That just happens to be a clinical term that we're really trying to demystify and have a little fun with," said Peterson.

When coming up with concepts for their signs, Peterson said they try to use relevant topics such as holidays or political events to bring humor to their store. She made it clear that although suggestive, the store never displays blatant profanity and tries to be respectful of the community.

[PHOTO: See sign outside sex store]

"We appreciate people's input, and we want to hear from our community. Sometimes we take into consideration and change our marquee. We're not perfect," said Peterson,

Also, in case you were wondering, Peterson says, "Yes, May is actually 'Masturbation Month.' We didn't make it up, it already existed. We just rolled with that."