A popular toy shop in Liverpool will be switching off the music in store for a calmer Christmas shopping experience throughout December.
The Entertainer is introducing a Christmas quiet hour to create a safe environment for autistic people and for any shoppers who find the hustle and bustle of Christmas shopping an uncomfortable experience.
The initiative will be taking place every day across The Entertainer's 171 stores across the country, including the stores in Liverpool ONE and St John's Shopping Centre.
Store staff have undertaken additional training to help them support customers who may be overwhelmed by the sensory overload that Christmas shopping can be for many.
Whilst other retailers will be turning up the Christmas carols and adding flashing lights, The Entertainer will be turning off its Christmas songs and dimming the lights wherever possible for an hour a day.
Research from the National Autistic Society found that 50% of autistic people and their families sometimes avoid going out because of concern about people’s reaction to their autism and that sadly over a quarter (28%) have been asked to leave a public space because of behaviours related to their autism.
Gary Grant, founder and executive chairman of The Entertainer, said: “This year we’re doing something very different – for the first hours’ trading each day there will be no music playing, our lights will be dimmed wherever possible and our stores will be made to feel calmer for our Christmas quiet hour.
"This is to show our continued support for autistic people and their families and for those who find shopping during the festive season stressful and overwhelming. We hope that it helps make Christmas shopping enjoyable for everyone.”
Tom Purser, head of campaigns at the National Autistic Society , said: “We are delighted that our Autism Hour sponsor The Entertainer is introducing Christmas Quiet Hours to make shopping a little easier for autistic people and their families at one of the busiest times of the year.
The Entertainer’s Christmas Quiet Hour will be in operation for the first hour of trading at each store from Monday, December 2 to Tuesday, December 31.
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