Pure Beauty

Superdrug meets needs of the neurodiverse with quiet shopping hour

By Julia Wray | Published: 2-Dec-2021

During December, the retailer will make the first hour of Saturday after opening a calmer environment to shop in

UK health and beauty retailer Superdrug is creating a more inclusive environment for customers requiring a quieter, calmer environment in which to shop throughout the festive season.

Recognising that the louder and busier retail environment in the lead up to Christmas can be especially challenging for autistic and neurodiverse consumers, the A.S. Watson-owned chain will designate the first hour of opening on each Saturday a ‘quiet’ shopping hour.

Starting from 5 December and continuing throughout the month, this initiative will see store radios turned off and staff be mindful of noise. Where possible, select stores will also offer a quiet room, allowing people the time and space to process information in a less stimulating environment.

Superdrug said its introduction of the quiet hour is an extension of its 'Be Kind, Shop Kind' campaign, which aims to make stores a safe and enjoyable environment for all.

It is said to have liaised closely with the disability network steering group internally on the initiative.

'Be Kind, Shop Kind' launched this summer in response to the 21% increase in aggressive and violent behaviour towards Superdrug's in-store employees during the coronavirus pandemic.

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