Sephora, Walmart and other retailers introduce 'quiet hours' for sensory-sensitive shoppers

Sephora is launching "quiet hours" in select stores this month, dimming lights, muting music, and minimizing scents to create a more accessible shopping environment. This initiative aims to accommodate customers with sensory processing challenges, who can find typical retail environments overwhelming.

The beauty retailer's program, tested in 32 stores across eight markets, found that 90% of clients felt the quiet hours made Sephora stores more inclusive and welcoming, with most neurodivergent shoppers reporting a significantly improved experience.

Sephora joins a growing list of retailers, including Walmart and some Target stores, that are adapting their sensory environments. Walmart has been turning off music, lowering lights, and switching TV walls to static images daily between 8 a.m. and 10 a.m. since 2023.

These adjustments address the needs of an estimated one in four Americans who experience sensory challenges such as autism, anxiety, PTSD, ADHD, migraines, or dementia. These conditions, often termed "invisible disabilities," can make the stimuli of public spaces like stores difficult or impossible to navigate. For many, the everyday chaos of shopping—bright lights, loud music, crowded aisles, long checkout lines, and the sounds of shopping carts—can lead to anxiety, headaches, nausea, panic attacks, and even paralysis.

Retailers have historically used sensory elements to encourage customer engagement and spending. However, a shift is underway, with companies voluntarily making stores more inclusive. Earlier adopters of sensory-friendly practices include AMC Theaters with special screenings for autistic audiences and Chuck E. Cheese, which holds "Sensory Sensitive Sundays" with reduced volume and dimmed lighting.

Uma Srivastava, executive director of Kulture City, a nonprofit focused on sensory accessibility, noted that previously, individuals with sensory challenges often had to choose between staying home and shopping online or risking an overwhelming experience in stores. Kulture City has worked with thousands of businesses to offer "sensory accessibility certifications," which include staff training and providing "sensory bags" to customers.

These sensory bags can contain tools like noise-reducing headphones, strobe reduction glasses, and visual cue cards to help shoppers communicate their needs, especially if they are non-speaking. They also include fidget tools for use while waiting in lines.

The LEGO Group is recognized for its comprehensive approach, ensuring all 1,800 of its global stores and parks are inclusive for shoppers with sensory sensitivities. The company has also supported groups developing toys and services for neurodivergent children.

While these specialized hours and accommodations are seen as positive steps, some advocates suggest that ongoing modifications throughout all operating hours would further enhance accessibility for all shoppers.