Morrisons has divided its shoppers after announcing new measures that will come into place in its stores on Saturday and Sunday mornings.
In a bid to make the shopping experience more pleasant for individuals with autism, the retailer has pledged to have quiet hours on the weekends, where the supermarket giant's stores will have a more calm environment than usual.
This will include no music or announcements over the tannoy over the dedicated hours as well as dimming the lights.
Posting on Facebook, Morrisons wrote: "This week is World Autism Awareness Week. At Morrisons, we continue to support our customers with Quieter Hours, where we make the store environment quieter and calmer for customers with additional sensory needs, like autism.
"This is by dimming the lights, turning off the music, stopping announcements on the tannoy, reducing the movement of stock cages and turning off noisy machines.
"Our Quieter Hour is held between 9am to 10am on Saturday mornings and the first hour of our store opening on Sunday mornings. #QuieterHour #WorldAutismAwarenessWeek."
The post quickly gained traction with shoppers, and many praised the retailer for being inclusive and making time for those with autism.
"Brilliant well done," said one person.
Another wrote: "Good move."
However, others took the positive update as a new excuse to complain.
"Should be like this all the time, like you need to get a new playlist as your current taste of music is atrocious," commented one person.
One person, who claims to work at Morrisons, even said: "Just wish Morrisons would stop doing anything to help anybody as I'm fed up of all the moaning and complaining from the "what about me?" crowd. It's hard enough for me working in the store without people whinging all the time. "
Good on you, Morrisons. We think it's a brilliant move, and should be welcomed by all.
