--- a/browser/base/content/browser-places.js
+++ b/browser/base/content/browser-places.js
@@ -1651,27 +1651,27 @@ var BookmarkingUI = {
     // Used by the Places context menu in the Bookmarks Toolbar
     // when nothing is selected
     menu.setAttribute("selectiontype", "none");
 
     MozXULElement.insertFTLIfNeeded("browser/toolbarContextMenu.ftl");
     let menuItems = [
       [
         showOnNewTabMenuItem,
-        "toolbar-context-menu-bookmarks-toolbar-on-new-tab",
+        "toolbar-context-menu-bookmarks-toolbar-on-new-tab-2",
         "newtab",
       ],
       [
         alwaysShowMenuItem,
-        "toolbar-context-menu-bookmarks-toolbar-always-show",
+        "toolbar-context-menu-bookmarks-toolbar-always-show-2",
         "always",
       ],
       [
         alwaysHideMenuItem,
-        "toolbar-context-menu-bookmarks-toolbar-never-show",
+        "toolbar-context-menu-bookmarks-toolbar-never-show-2",
         "never",
       ],
     ];
     menuItems.map(([menuItem, l10nId, visibilityEnum]) => {
       document.l10n.setAttributes(menuItem, l10nId);
       menuItem.setAttribute("type", "radio");
       // The persisted state of the PersonalToolbar is stored in
       // "browser.toolbars.bookmarks.visibility".

--- a/browser/locales/en-US/browser/toolbarContextMenu.ftl
+++ b/browser/locales/en-US/browser/toolbarContextMenu.ftl
@@ -50,21 +50,21 @@ toolbar-context-menu-auto-hide-downloads
     .accesskey = A
 toolbar-context-menu-remove-from-toolbar =
     .label = Remove from Toolbar
     .accesskey = R
 toolbar-context-menu-view-customize-toolbar =
     .label = Customize…
     .accesskey = C
 
-toolbar-context-menu-bookmarks-toolbar-always-show =
-    .label = Always
+toolbar-context-menu-bookmarks-toolbar-always-show-2 =
+    .label = Always Show
     .accesskey = A
-toolbar-context-menu-bookmarks-toolbar-never-show =
-    .label = Never
+toolbar-context-menu-bookmarks-toolbar-never-show-2 =
+    .label = Never Show
     .accesskey = N
-toolbar-context-menu-bookmarks-toolbar-on-new-tab =
-    .label = Only on New Tab
+toolbar-context-menu-bookmarks-toolbar-on-new-tab-2 =
+    .label = Only Show on New Tab
     .accesskey = O
 
 toolbar-context-menu-bookmarks-show-other-bookmarks =
     .label = Show Other Bookmarks
     .accesskey = h