Morrisons is opening ‘Mums-only’ checkout lanes in all supermarkets, as it celebrates Mother’s Day.

On 30 March, the supermarket chain is set to launch 497 Mums’ Lanes across the UK, which will all feature signage and be staffed by customer assistants.

Morrisons said its customer assistants will be on hand to scan shopping and help entertain children, in a bid to ease the shopping experience for mothers.

The initiative will also be supported by a consumer giveaway, with the grocery retailer offering over 50,000 boxes of Guylian chocolates.

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Morrisons head of marketing events Gareth Lloyd said: “The reality is that many mums still end up doing chores like the weekly shop on Mother’s Day – even though it is supposed to be the day that they are spoiled.

“Therefore, we’ve launched Mums’ Lanes in stores to give a little something back to all the mums shopping with us on their special day.”

Morrisons has previously launched customer-facing initiatives aimed at making the shopping experience easier for customers.

Last year, it introduced child-sized trolleys for child-friendly checkouts in a bid to make shopping more accessible and enjoyable for children and parents alike.