Actually I'd assume it's less embarrassing for me to buy them than for my lady to do so. If I buy them, anybody who sees what I'm buying is probably gonna go ahead and assume they're not for me, so I have nothing to be embarrassed about. Having me buy shit for her just gives her some anonymity about her feminine product needs, while it's something that I don't have to feel awkward for having in my cart because 99.99% of people are aware that they're not for me (and have no idea exactly who they ARE for). The other .01% are idiots, so I don't care about them anyways.

As for condoms, why would I be embarrassed to let everyone around me know that I'm gonna get laid soon? Not that I ever actually use condoms or have to buy them, but I mean carrying around a neon sign announcing to the world that I'm getting some tail in the near future, seems like something I ought to be proud of, not embarrassed by.