The British aisles of tranquility

Grocery stores embrace “autism-friendly” ideas to ease stress of shopping

Dim the lights. Silence the piped-in music. Turn down the checkout beeps.

For an hour on Saturdays, a British supermarket chain is introducing a weekly “quieter hour” aimed at helping people with autism have a better shopping experience by easing sen- sory overload.

The move by the supermarket, Morrisons runs from 9 to 10 a.m. and has been welcomed by the National Autistic Society, which says that even small changes can make a big difference in the lives of people with autism and their families.

“Around 700,000 people are on the autism spectrum in the U.K.,” Tom Purser, of the National Autistic Society, said in an email.

“This means they see, hear and feel the world differently to other people, often in a more intense way, which can make shopping a real struggle.”

Autism is a lifelong developmental disability that affects how people communicate and relate to others, and how they experience the world around them.

More than 60 per cent of people with autism avoid shops and 79 per cent say they feel socially isolated, according to figures published by the society.

Morrisons’ effort is part of the National Autistic Society’s “Too Much Information” campaign: last year, more than 5,000 retailers across Britain participated in “Autism Hour.” The society hopes to expand the initiative.

Morrisons, the fourth-largest supermarket chain in Britain, said in a statement on its website, “Listening to customers, we found that one in five had a friend or family member with autism and many liked the idea of being able to shop in more comfort at 9-10 a.m. on a Saturday.”

In the statement, Angela Gray, part of a community group that builds ties with the supermarket, is quoted as saying: “I was involved in the initial trial as my son is autistic, and we found that these changes made a real difference. The trial showed there is a need for a quieter shopping experience for some customers.”

Movie theatres in Britain have also introduced similar initiatives, hosting “autism-friendly screenings” by reducing stimulation and sound.