Supermarket checkout changes are often met with criticism, but this update from Morrisons is likely to please parents shopping this weekend.
In celebration of Mother’s Day 2025, the retailer is opening mums-only checkout lanes across all supermarkets.
On March 30, Mothering Sunday only, the ‘Morri-mums’ checkouts will be available to mums, with assistants giving special treatment to these VIPs.
Checkout assistants will ‘offer to scan items at a speed to suit each individual mum and help with packing the shopping should mums wish them to.’
Staff will also offer to entertain bored kids by asking them to identify different sorts of supermarket products and inviting them to see how they operate the tills.
All 497 stores will have the Mums’ Lanes open this Sunday and, to sweeten the deal (pun intended), Morrisons will be giving away 50,000 boxes of Guylian chocolates at the mums-only tills, which is bound to raise a smile.
Gareth Lloyd, head of marketing events at Morrisons, said: ‘The reality is that many mums still end up doing chores like the weekly shop on Mother’s Day – even though it is supposed to be the day that they are spoiled!
‘Therefore, we’ve launched Mums’ Lanes in stores to give a little something back to all the mums shopping with us on their special day.’
Checkout changes, particularly those that involve reducing that amount of human contact, are often met with controversy by shoppers.
In January, M&S announced they’d be trailling smart checkouts, that calculate how much you owe, without you lifting a finger.
The big change meant all shoppers had to do is place their items on the till, which can identify what has put down and how much everything costs, thanks to a chip embedded in each product’s price tag.
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But customers complained that it would make shopping a ‘sterile chore’.
Another said: ‘Not impressed! I refuse to use self checkout! I expect personal service.
A third said: ‘I’ll wait to deal with a real person on a checkout.’
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