A RETAILER at Barons Quay is going the extra mile to make shoppers with autism feel calm and comfortable in the run up to Christmas.

The Entertainer is keeping music switched off and turning down the lights for the first hour of trading each day it is open in December.

It is hoped the move will help to prevent shoppers with autism being overwhelmed by sensory overload – which can be an issue in stores.

Gary Grant, founder and executive chairman of The Entertainer, said: “Shopping during the festive season can be challenging for those who find the hustle and bustle and additional lights and noise uncomfortable.

"So, in our ongoing commitment to making our stores more accessible to all, our Christmas quiet hour is returning throughout December.

"For the first hour of opening each day we will switch off the music, dim the lights wherever possible and aim to make our stores feel calmer."

The move comes following the end of lockdown, and it is expected this Christmas shopping season could be a busy one, after four weeks without non-essential stores.

Research from the National Autistic Society found that 50 per cent of autistic people and their families sometimes avoid going out because of concern about people’s reaction to their autism – and more than a quarter have been asked to leave a public space because of behaviours related to their autism.

Store staff at The Entertainer have also undertaken additional training to help them support customers who may become affected by sensory overload.

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Mr Grant added: "This is to show our continued support for our autistic customers and their families and for those who find shopping during the festive season more challenging, particularly in a year of so much change.

"We hope that it helps to make Christmas shopping with us enjoyable for everyone."

The quiet hour at Northwich's store runs from 8am to 9am, Monday to Saturday, in the run up to Christmas.