Morrisons in Aylesbury has announced it will open its store one hour earlier in response to demand from shoppers.
The store, in Station Road, is now open from 7am to 10pm Monday to Saturday.
The move came about after new research showed that one in five people now regularly shop outside of ‘normal’ weekday hours.
Nearly 20% 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% claim it better suits their working hours, and one in 20 say they want to put kids to bed before heading down to store.
Store general manager Gary Hunt 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 activity forms part of a UK-wide investment programme to make shopping trips easier for customers.
Additional improvements include the removal of trolley locks, the redesign of over 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.