Morrisons introduces new quiet hours to make stores less ‘overwhelming’ for shoppers

A brilliant initiative.

Emily Sergeant Emily Sergeant - 18th April 2024

Morrisons has decided to extend its popular ‘Quieter Hour’ across the UK to help make its stores less “overwhelming” for shoppers.

Introduced earlier this month to mark World Autism Acceptance Week, and in a bid to turn what can be a daunting task for many people into “a calmer and more enjoyable experience”, the supermarket chain has announced an extension to its already popular initiative by adding new ‘Quieter Hours’ during weekday afternoons.

In case you weren’t aware, Morrisons first introduced its Quieter Hour all the way back in July 2018, and has been welcoming people who may struggle supermarket shopping environments through its doors ever since.

The initiative – which initially took place between 9am and 10am on a Saturday, and for the first hour of trade on a Sunday – originally began as part of the National Autistic Society’s ‘Autism Hour campaign’, after it was found that some neurodiverse people, including those with autism, can find shopping in a supermarket “overwhelming”.

Supermarkets can lead many people to experience increased sensitivity to light and sound, such as loud music, bright lights, and busy environments, and in turn, this can cause anxiety or, in some of the worst cases, even physical pain.


But now, after the trial has proved to be so successful and well-received, Morrisons has made the decision to extended the initiative to weekdays too, as well as weekends – with ‘Quieter Hours’ now also running every week from Monday to Thursday between 2-3pm.

The company says the extension is all with the aim of “helping even more customers”.


During ‘Quieter Hours’, Morrisons stores operate lower levels of lighting, turn music and radios off, avoid making tannoy announcements, reduce movement of trolleys and baskets, and turn checkout beeps and other electrical noises down.

“The weekly shop can be a daunting task for those who may struggle with noises associated with it,” commented Charlotte Exell, who is the Business Sponsor of Ability at Morrisons.

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

Featured Image – Morrisons