According to Morrisons, research has established the emergence of a new type of shopper, with one in five consumers now regularly shopping before 9am in the morning and after 8pm at night.
Morrisons is responding to the growing trend by introducing an extra 1,600 hours of trading a week – with 230 stores moving to between 6am and 11pm UK-wide today.
Morrisons chief executive, Dalton Philips said: “Modern family life, flexible working hours and busy schedules mean customers want to shop earlier and later. Therefore we need to be open for longer. The extension of our opening hours is one of many changes we are making – to make shopping trips easier at our stores.”
The activity forms part of a significant investment programme to make shopping trips easier for customers. Additional improvements include the removal of trolley locks, the redesign of over 277 store layouts, the refurbishment of store cafes, the building of new petrol stations, the refurbishment of baby change and toilet facilities, and the updating of car park controls.