The brilliant reason why a Sheffield toy store has launched a Christmas quiet hour for shoppers

Christmas shopping can be an overwhelming experience, with the hordes of bargain hunters, bright lights and festive tunes on loop enough to drive anyone to distraction.
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But a popular toy shop in Sheffield is doing things a bit differently by introducing a ‘Christmas Quiet Hour’ in an attempt to reduce its customers’ stress levels.

For the first hour’s trading each day at The Entertainer, there will be no music and lights will be dimmed wherever possible to create a calmer atmosphere.

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The initiative is particularly aimed at making things more comfortable for people with autism, but also caters for anyone else who finds the hustle and bustle a bit too much at this time of year.

The top 10 Christmas toys for 2019 at The Entertainer with Georgina Lowiss (pic: Chris Etchells)The top 10 Christmas toys for 2019 at The Entertainer with Georgina Lowiss (pic: Chris Etchells)
The top 10 Christmas toys for 2019 at The Entertainer with Georgina Lowiss (pic: Chris Etchells)

The quiet hour is being introduced across all the retailer’s 171 stores across the country, including those on The Moor and at Meadowhall in Sheffield, and in Barnsley, Chesterfield and Doncaster.

Gary Grant, founder and executive chairman of The Entertainer, said: “We all know that shopping during the festive season can be stressful as shops turn up the music and bring as much festive cheer and theatre to the store to entice shoppers in, which is great but it’s not for everyone.

“So this year we’re doing something very different – for the first hour’s 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.

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“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.”

The family-run firm’s stores are already closed on Sundays to allow staff to spend more time with their families, with Mr Grant refusing to make an exception even when Christmas Eve fell on a Sunday two years ago.

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.

“Our research shows that 64 per cent of autistic people avoid the shops and 28 per cent have been asked to leave a public place for reasons associated with their autism.

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“There are 700,000 autistic people in the UK and their needs aren’t always immediately obvious. We know a basic understanding and small changes like quiet hours could transform the lives of autistic people and their families, allowing them to take part in activities many people can take for granted.”

The Entertainer’s Christmas Quiet Hour will be in place from Monday, December 2 to Tuesday, December 31.

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