Morrisons Yate is to introduce a quieter hour for customers who would benefit from a calmer shopping trip.

The new scheme is being brought in to help customers who struggle with music and other noises associated with supermarket shopping.

The initiative is being called 'The Quieter Hour', and has been created with the support of the National Autistic Society. This is due to a number of customers that see shopping as 'anxious experience'.

The new option for customers will be taking place ay Yate Morrisons on Station Road from 9-10am every Saturday.

A spokesman for Morrisons Superstores said: "Listening to customers they found one in five had a friend or family member with autism[1] and many appreciated the option to shop at that time on a Saturday.

"So Morrisons carried out a trial earlier in the year in three of its stores to find out what improvements can be made and to find a convenient time each week for the ‘Quieter Hour’ to take place."

The scheme will now involve a number of things different to a regular shopping visit, for example:

  • Dimmed lights.

  • Radio and music will not play.

  • Avoid making tannoy announcements.

  • Reducing movement of trolleys and baskets.

  • All electrical noises will be turned down.

Posters detailing the new scheme will be placed on posters that will be on display outside the shop.

Daniel Cadey, from the National Autistic Society said: “Around 700,000 people are on the autism spectrum in the UK. This means they see, hear and feel the world differently to other people, often in a more intense way.

"Morrisons ‘Quieter Hour’ is a step in the right direction for autistic people who find supermarket shopping a real struggle.”

Erika McQuade also praised the 'understanding' new initiative.

"Our initial trials showed there is a need for a quieter shopping experience," she said.

"We hope that these changes make a real difference for some of our customers at our store.”