At Safeway, we’re committed to creating an inclusive environment for all customers, and we couldn’t be more proud to make Sensory Friendly Shopping a reality in even more of our communities. Sensory Friendly Shopping hours will now be offered at our retail stores nation-wide, including Safeway, Sobeys, Foodland, IGA, Thrifty Foods and FreshCo! This national commitment is the first of its kind in the retail sector in Canada, and its success has been driven by the passion and commitment of over 450 store teams (and counting!) across the country.
The Company first introduced Sensory Friendly Shopping hours last year at a Sobeys store in Summerside, PEI. Following an overwhelming positive response from the community, more stores in the Atlantic region quickly adopted the initiative, welcoming individuals with sensory sensitivities to experience a reduced-stimulus shopping environment. The word continued to spread through social media, phone calls and emails to our stores and customer service center. In fact, store teams even received handwritten letters from schools and families expressing support and gratitude for providing this option to customers. Soon enough, Sensory Friendly Shopping was making its way across the country.
To date, all 76 Alberta Safeway stores, and 131 Alberta stores in total, have taken the lead to implement Sensory Friendly Shopping hours every Monday night from 7:00 – 9:00 p.m. During this time, Safeway stores dim the lights by 50%, limit cart pick-up and turn off music, PA announcements, and cash register sounds.
Customer and employee feedback has been incredible. Below is just one example from an Alberta customer:
“Thank you so very much. I’m an Autistic mom of 5 Autistic children. For me, being able to go to a grocery store without becoming totally overwhelmed and sometimes terrified by all of the loud noises is something I never thought possible. I actually cried when I read “reduced scanner noise”. To me, those scanner noises are so loud that they actually make my heart race. Most people with Autism or sensory issues live their life surrounded by people who don’t understand them or what is causing much of their behaviours. So when people do understand, like you have, it is truly a gift to us and we are so very thankful. I am so excited to go to get groceries and not be afraid that the sound of 20 carts moving at once is going to come out of nowhere and terrify me! I always leave my kids at home when I shop but your Monday nights will also give them the opportunity to come to a quiet environment and pick things out for themselves if they’d like to. Thank you for making us feel understood”
We know that the grocery store is a central hub of the community, and as we continue to serve the needs of our communities, it’s important that everyone feels welcome in our stores. We pride ourselves on creating an inclusive work and shopping environment that reflects our diverse customer base and the communities we operate in. This commitment is supported across all lelvels of our organization and store network.
This truly store-driven initiative is an inspiring example of the positive effect that our stores so often have in their local communities. Thank you to all of our retail teams who have helped to make this outstanding initiative a reality – way to go, team!
