Primark is set to enhance the shopping experience for customers with sensory sensitivities by introducing sensory-friendly shopping hours in all its Great Britain stores starting Saturday, May 16. During the first hour of trading each Saturday, stores will implement changes such as reduced noise levels, no in-store announcements, and special assistance from trained staff. This initiative aims to support neurodivergent customers and those who find busy retail environments overwhelming. The rollout comes after a successful pilot program in 26 stores across the East Midlands and North East of England, which received positive feedback from both customers and staff. Kari Rodgers, the UK Retail Director at Primark, stated that the initiative is a significant step towards making their stores more welcoming and accessible. In addition to sensory-friendly hours, Primark is committed to inclusivity through various measures, including an adaptive clothing range and detailed access guides available in all UK and Republic of Ireland stores. These efforts reflect Primark's dedication to creating an environment where everyone can shop comfortably.