Morrisons have recently introduced a Quieter Hour across all of their stores every Saturday between 9.00am and 10.00am. A poster will be placed outside their store in Ross-on-Wye to indicate when the Hour is in force.

Following a trial earlier in the year at three of its stores in Lincoln, Woking and Gainsborough, Morrisons introduced the new scheme with the National Autistic Society. Though specifically designed to help shoppers with Autism, the hour has been enjoyed so far by many Ross-on-Wye shoppers who have commented on appreciating a peaceful shopping environment.

During the Quieter Hour, Morrisons have pledged that all of their stores will dim the lights, turn the music off, avoid making tannoy announcements, reduce movement of trolleys and baskets, and turn checkout beeps and other electrical noises down.

Stephanie Price, of Ross-on-Wye, told the Ross Gazette: “The Morrisons Quieter Hour is going to make a huge difference to families like mine. Not only because the store will be quieter with lower lighting to make it easier for my son, William, but also in the hope to raise more awareness for Autism and the sensory challenges that come with it. It would be lovely to have more acceptance for children and adults like William. Hopefully, this is just the beginning of more understanding and compassion!”

One shopper, who would like to remain anonymous, told the Ross Gazette that her son has sensory processing difficulties, and the Quieter Hour means he is able to enjoy shopping in Morrisons. She said: “Shopping is an essential part of learning. The quiet allows him to focus, without also having to cope with noise and bright light.”

Many locals wished not only to praise the introduction of the Quieter Hour, but the staff at Morrisons. One shopper told the Ross Gazette: “I cannot speak highly enough of all of the staff at Morrisons. They go above and beyond for their customers.”