Morrisons, the supermarket chain, is introducing a Quiet Hour every Saturday morning. Its 439 UK stores will turn off their piped music, dim lights, avoid using the tannoy and turn down check-out beeps  from 09:00 to 10:00. Morrisons is the first major supermarket chain to roll out the scheme to all stores nationwide.

The National Autistic Society called it a ‘step in the right direction’. It is indeed only a step because, although Morrison’s initiative is welcome, one hour per week of quiet shopping is not nearly enough! Nor are the estimated nearly 700,000 people (1% of the nation) with autism the only ones who find piped music deeply upsetting. The 15% of the population with hearing problems – which can include everything from tinnitus, presbycusis and misphonia to moderate deafness – also detest piped music. So of course do many people with perfect hearing.

Other chains are considering following suit. Asda said a number of its supermarkets across the country already worked with local groups to run quiet hours on a regular basis. It added it was working with specialist charity groups to ensure its stores were inclusive for all.

Tesco said it was not planning on rolling out the initiative nationwide, but store managers were welcome to introduce it if they felt it appropriate – as one store in Alloa, Clackmannanshire, did last year. And Sainsbury’s said more than 600 of its stores took part in the National Autistic Society’s Autism Hour in October last year and will be doing so again this year. In three of its Liverpool-based stores, where staff have received training, parents can request a number of store modifications when they begin their shopping trip, it added.

All such moves should be applauded and the chains concerned urged to extend their Quiet Hours greatly. Write to David Potts, CEO of Morrisons, congratulating him and urging him to extend the scheme to other days/times of the week.  david.potts-ceo@morrisonsplc.co.uk