The Entertainer is hosting a quiet hour each day throughout December for a calmer and more accessible Christmas shopping experience.
The popular toy store will be switching off the music and dimming the lights to create a safer environment for those with autism during what is typically a hectic time of year in stores.
They have introduced the initiative across all of their 171 stores, which includes the branches in Bolton, Bury, and Altrincham.
While The Entertainer will be filled with festive cheer during usual opening hours, the first hour of trading in each store will be dedicated to creating a relaxing atmosphere.
Staff have undergone additional training to help customers who may be overwhelmed by the sensory overload that comes during the festive period.
According to research from the National Autistic Society, 50 per cent of autistic people and their families sometimes avoid going out because of concern about people’s reaction to their autism.
Research also discovered that over a quarter (28 per cent) have been asked to leave a public space because of behaviours related to their autism.
Gary Grant, founder and executive chairman of The Entertainer, said: "We all know that shopping during the festive season can be stressful as shops turn up the music and bring as much festive cheer and theatre to the store to entice shoppers in, which is great but it's not for everyone.
"So this year we’re doing something very different – for the first hours’ trading each day there will be no music playing, our lights will be dimmed wherever possible and our stores will be made to feel calmer for our Christmas Quiet Hour.
"This is to show our continued support for autistic people and their families and for those who find shopping during the festive season stressful and overwhelming."
The move has been praised by the National Autistic Society, who says it could 'transform lives'.
Tom Purser, head of campaigns at the National Autistic Society, said: "There are 700,000 autistic people in the UK and their needs aren’t always immediately obvious.
"We know a basic understanding and small changes like quiet hours could transform the lives of autistic people and their families, allowing them to take part in activities many people can take for granted.
"We hope more shops will be inspired by The Entertainer and do their bit to help make sure autistic people and their families have the same opportunities as everyone else. If you would like to know more about autism visit autism.org.uk.”
The store's Christmas Quiet Hour will be in operation until December 31.
You can find your local store's opening hours here.
