Morrisons extends Quieter Hours amid Autism Acceptance week

Morrisons has extended its Quieter Hours to give customers more opportunities to experience a calmer shopping experience.

The extended initiative  – which will now run between 2 pm and 3 pm every week from Monday to Thursday – allows for many disruptive elements of in-store shopping removed, such as lowering levels of store lighting, turning music and radio off and avoiding tannoy announcements.

Other features include reduced movement of trolleys and baskets, the reduction of checkout beeps and other electrical noises, and notifying other customers outside that it is Quieter Hours.

First introduced in July 2018 for two hours during the weekend as part of the National Autistic Society’s Autism Hour campaign, the supermarket’s extension of its popular scheme also coincides with World Autism Acceptance Week (2 April to 8 April).

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Morrisons business sponsor of ability Charlotte Exell said: “The weekly shop can be a daunting task for those who may struggle with noises associated with it, from the crashing of trollies to loud voices and music.

“At Morrisons, we are always looking for more ways to support customers, the Quieter Hour is incredibly popular in our stores across the nation so we have listened to customers and will now help more shoppers in our extended times.”

National Autistic Society corporate partnership lead Tianna Cowan said: “It’s fantastic that Morrisons is extending its Quieter Hour initiative to support more customers while shopping. For some of the more than 700,000 autistic people in the UK, the loud, bright and crowded environments of supermarkets can be overwhelming.

“That’s why it’s vital for all businesses to learn more about the often-small adjustments they can make to be more autism-friendly. It’s great to see businesses like Morrisons taking the time to understand and create a welcoming environment for autistic people and their families.”

In recent years, many retailers have launched similar initiatives providing an adjusted shopping experience for customers.

Both Asda and Tesco have made the scheme a permanent fixture, while earlier this year Central Co-op also trialled Quiet Hours in four of its major stores to mark Neurodiversity Week.



1 Comment. Leave new

  • as great as this is for people who are photo or light sensitive to the LED and fluorescent lights in store, they still cannot take advantage of this hour of quiet. and 1 hour is not enough. why not all the time? surely, there are other customers without sensitivities of the senses it would also help. people with autism exist all the time – so why only 1 hour and why has it taken until now to see them. well done morrisons for this, however, there are still others who cannot take part. please include them too.


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