New Seasons Market debuts sensory-friendly shopping time

Pacific Northwest grocer New Seasons Market is launching a sensory friendly hour at its stores to help customers who are overwhelmed by sensory stimuli feel more comfortable, the grocer announced Wednesday.

Sensory Friendly Hour will take place from 7 p.m. to 8 p.m. each week at the Portland, Oregon-based grocer’s 20 stores in Oregon and Washington. The day will vary by location.

New Seasons stores will “create a calm and sensory-friendly environment,” the grocer said, by pausing public-address announcements, turning off music and reducing the volume on employee walkie-talkies.

“New Seasons Market has always prioritized our customers’ needs and desires, and we believe that everyone should feel comfortable while shopping with us,” Nikotris Perkins, senior director of diversity, equity and inclusion and New Seasons Market, said in a statement. “The introduction of Sensory Friendly Hour demonstrates our desire to create inclusive spaces where more members of our community can shop at their own pace, without being overwhelmed by sensory stimuli.”

New Seasons Market joins other grocers and retailers in creating a shopping experience that is less-stressful for people with autism and other sensory-processing conditions.

Retail giant Walmart offered sensory-friendly shopping hours in July and August for the back-to-school shopping season. From 8 a.m. to 10 a.m. at most locations, Walmart dimmed store lighting, turned off radios and showed static images on TVs.

“We’re working hard to create a working and shopping experience accessible to everyone, and we remain committed to continuous improvement,” Walmart said at the time.

Trader Joe’s has partnered with Magnusmode, a free app that works to make “the world an accessible place for people with neurodiverse abilities.”

The app guides users through new experiences, and the Trader Joe’s section includes information abut sensory experiences in the store and a breakdown of how to check out.