No matter who you are - even if you're a professional footballer, the drill is always the same. Birthdays signal the emergence of old, embarrassing photos.
Gather round, open up the cards and presents and wait for the moment a family member has slipped in that awkward snap from your primary school heyday which you'd much rather forget.
For one Liverpool striker, the moment arrived this week when the birthday celebrations were wheeled out to mark year number 28.
Daniel Sturridge is well known for taking things in good spirit, remaining jovial and poking fun at himself from time to time.