MORRISONS in Leek has extended its store opening hours to meet demand from shoppers.
The supermarket chain said shopping during "traditional" hours is a thing of the past, with new research finding one in five now regularly shop outside of normal weekday times.
Almost 20 per cent of shoppers now usually visit a store between 6am to 9am in the morning, or after 8pm in the evening.
Half of early morning and late evening shoppers say they prefer these quieter times; 37 per cent claim it better suits their working hours, and one in 20 say they want to put kids to bed before heading down to store.
The shop's new opening hours are from 7am to 9pm, instead of 8am to 9pm. Store general manager Christopher Ward said: "Modern family life, more flexible working hours and busy schedules mean customers want us 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 move is part of a UK-wide investment programme to make shopping trips easier for customers.
Additional improvements made by Morrisons include the removal of trolley locks, the redesign of more than 277 stores, 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.