New Quiet Hour at Selfridges to Launch

In collaboration with the National Autistic Society, Selfridges Birmingham has launched a weekly quiet hour to help accommodate autistic shoppers who struggle with loud music in stores.

The quiet hour will take place every Thursday between 9 and 11:30am allowing shoppers to walk around the store in the peace for an hour and a half.

Sam Watts, General Manager at Selfridges Birmingham, says of the initiative:

“We at Selfridges believe that everyone is welcome and by switching off the music for a short time, it will be a peaceful environment that people with sensory sensitivity will appreciate. It is our aim to be a fully inclusive store that provides a first-class customer experience for everyone.”

Campaigners from the National Autistic Society have applauded the decision to introduce a quiet hour with their research showing that 64% of autistic people avoid shopping.

Tom Purser, Head of Campaigns at the National Autistic Society, said:

“We are very pleased that Selfridges Birmingham is following our lead by introducing a regular Autism Hour to make shopping easier for autistic people and their families.

We hear from autistic people and their families that shops and other public spaces can be challenging because of bright lights, strong smells and crowds or queues, causing them to feel overwhelmed.

We hope that more shops will be inspired by the impact of our Autism Hour campaign and do their bit to facilitate autistic people and their families to have the same opportunities as everyone else.”

To find out more about the Autism Hour campaign, please visit:
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