Superdrug has said it will introduce a “quiet hour” in its branches on Sundays throughout this month to make its customers including those with additional needs feel comfortable shopping in the run-up to Christmas.

The company said that for the first hour each branch is open, starting this Sunday, store radios will be turned off and staff “will be mindful of noise” when talking to customers and colleagues. Superdrug also said it will offer “a quiet room” so customers can talk to staff in private.

“The introduction of this initiative ensures that autistic and other neuro diverse customers, inclusive of anyone else who would feel more comfortable with a quieter shopping experience, such as those who might be nervous about visiting the high street during Covid, can visit their local Superdrug during this hour,” the company said, adding that it had liaised closely with the disability network steering group on the initiative.