SHOPPERS in Burton and South Derbyshire will now be able to enjoy buying groceries earlier than ever as a supermarket chain announced new opening times in response to customer demand.
Morrisons stores, in Wellington Road, Burton, and off Sir Herbert Wragg Way, in Swadlincote, will now open one hour early after customers asked for the changes to be put in place.
However, neither of the two stores will see an extension to current closing time of 9pm – with some shops up and down the country now set to stay open until 11pm.
Swadlincote store general manager Rudi Lane 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 comes after new research by the firm showed that one in five people in both areas now regularly shop outside of 'normal' weekday hours.
Nearly 20 per cent of shoppers now usually visit a store between 6-9am in the morning or after 8pm at night.
Half of early morning and late evening shoppers say they prefer these 'quieter' times, 37 percent claim it better suits their working hours, and one in 20 say they want to put children to bed before heading down to store.
The motivation behind shopper visits at later times varied, with 22 percent doing their regular weekly shop, 18 percent picking up food for that evening's meals and 15 percent making trips for forgotten items.
As a result of the survey, 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.
The changes form part of a significant UK-wide investment programme to make shopping trips easier for customers.
Additional improvements include the removal of trolley locks, the redesign of hundreds of stores, the refurbishment of store cafes, the refurbishment of baby change and toilet facilities, and the updating of car park controls in both areas.