The Silent Hour: A moment of calm in the hustle and bustle of shopping

Have you ever experienced a “quiet hour” in a supermarket? It is a special time that supermarkets set aside to accommodate people with specific needs. Silent Hour provides a calm and stress-free environment for people who normally have difficulty in loud and crowded spaces.

The concept has gained popularity worldwide and is now offered in many supermarkets. But it is largely unknown and a recent posting from hr3 that appeared on social media is causing astonished comments.

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What is the Silent Hour?

The characteristic noise level of a supermarket - the beeping of the cash register, the blaring music, announcements over the loudspeaker - can be stressful for sensory-sensitive people. In response, some supermarkets in Germany and Austria have started to introduce “quiet hours”.

Quiet Hour is an initiative introduced in supermarkets to provide a calmer and less overwhelming experience for people with sensory sensitivities. It is designed to benefit clients with autism, post-traumatic stress disorder, dementia and similar conditions. During this hour, the lights are dimmed, the music is turned off and the volume of announcements is reduced.

Why a silent hour?

The idea of ​​the silent hour originates from the need to create a more inclusive and accessible environment for all customers. People with sensory sensitivities can be overwhelmed by the bright lights, loud noises, and general hustle and bustle of a typical supermarket. By providing a dedicated time to minimize these factors, supermarkets can provide these customers with a more pleasant experience.

Attention is currently being drawn to a supermarket in Hesse. In Heusenstamm, a town near Offenbach, a Rewe supermarket has launched such a “Silent Hour”. According to media reports, there will be no loudspeaker announcements or music every Wednesday between 3 p.m. and 5 p.m. The lights are dimmed and cash register noise is reduced to a minimum. Filling up the shelves is also avoided. This initiative was launched by Rainer Marx from the City of Offenbach's Advisory Council for the Disabled and is supported by the supermarket employees and management.

Similarly, BILLA in Vienna has already introduced the Silent Hour in 2021 in collaboration with the Social Enterprise Specialisterne, a daily “Silent Hour” from 2 p.m. to 3 p.m. Radio broadcasts, advertising and announcements are minimized, and the staff has been specially sensitized and prepared for this “quiet hour”. Customers who are particularly sensitive to light are offered free, disinfected sunglasses.

The effects of the silent hour

The introduction of the silent hour has a positive impact on the affected customers. Many report feeling less stressed and anxious during this time and that they are able to do their shopping without the usual sensory overload. Supermarkets have also received positive feedback as this initiative expands their customer base and promotes a stronger sense of community.

We can also see from the comments on social media that many people seem to generally want more peace and quiet when shopping. Completely independent of autism or hypersensitivity and the like.

This is a wonderful idea. It should be introduced everywhere.

Great, hopefully a lot of stores will follow suit

Absolutely great thing. This is wonderful for slowing down

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