UPDATED: This article was published by Retail Week in August 2014, 20 years after The Sunday Trading Act came into force.

Sunday Trading laws limit some retailers' hours

The Sunday Trading Act that came into force 20 years ago this month ended years of wrangling over whether retailers should open seven days a week.

But while the final decision, which allowed stores over 3,000 sq ft to open for six hours, was the compromise settled on at the time, is it still enough in a world where shoppers expect to be able to order online 24/7, and where shopping experiences are built around convenience?

Some retailers don’t think so. Asda, Selfridges and Morrisons have all come out in favour of a review of Sunday hours.

An Asda spokesman says: “Our customers’ shopping habits have changed significantly in recent years with convenience ranking high, alongside value. Retailers need to adapt to meet the needs of customers, which is why we support a review of Sunday trading laws.”

Ann Summers chief executive Jacqueline Gold says the law is too restrictive. We need Sunday trading hours to be more reflective of the society we live in today. Consumers want access to retailers when it suits them and the reality is being open 11am to 5pm on a Sunday just doesn’t work.”

She points out that allowing shops to open on a Sunday doesn’t mean the day will become totally focused on shopping.

“Most families will want to spend a Sunday together, but there may also be a need to pop to the shops too,” she says.

“Forcing people to do this in the middle of the day means that Sundays become less flexible. I know that for me Sundays are about being with my daughter and husband, but if I need to get to a shop then I would much rather get this done at 9am.”

Longer hours

An exclusive ICM poll of shoppers for Retail Week - for full results see right - found that more than half of consumers (51%) believe further relaxation of the laws would benefit high streets as they emerge from the downturn.

And just under half (48%) think large shops such as supermarkets should be allowed to open longer on Sundays.

The debate over Sunday trading hours raised its head again earlier this year, with a Parliamentary bid to extend trading hours led by Conservative MP Philip Davies.

He said in April: “I would like to scrap the Sunday trading restrictions altogether. The sky has not fallen in Scotland where there are no such rules. If people want to keep Sunday special that is fine, they can do so. It is about freedom of choice.”

The new high streets minister, Penny Mordaunt, also thinks the issue needs to be explored. She told Retail Week: “I think we have seen shopping evolve and change. People have different demands now.

“We’ve got to explore these issues and of course need to be aware that employees, particularly those working part time, will feel they have less family time. But I think there are ways to get round it in terms of how large businesses arrange the rotas.”

In addition, 35% of shoppers polled by ICM say longer opening hours on a Sunday would make things easier for them, with many wanting to ‘get things done’ on a Sunday.

But while the issue used to polarise retailers, splitting the industry starkly down the middle, the attitude today is slightly more lackadaisical.

While some, such as Selfridges chief executive Paul Kelly, are staunchly in favour, others such as Sainsbury’s and Tesco are less worried. While many retailers want more flexibility, others say longer Sunday hours wouldn’t result in extra sales but instead spread them across the weekend.

Good compromise

Sainsbury’s has been relaxed about the situation for the past few years. A spokeswoman says: “Our position on Sunday trading is that we think the current situation is a good compromise. Our customers haven’t asked us for longer supermarket trading hours.”

This current position echoes the sentiment of former chief executive Justin King, who said in a letter to the Daily Telegraph in 2012 that extending Sunday hours is not the “magic answer” to solving the UK’s economic problems. He said: “Maintaining Sunday’s special status has great merit.”

Tesco is also relaxed about the need for reform. A spokesman for the grocer says: “We understand there are strong views on either side of the debate over further liberalisation of Sunday trading. Whilst we recognise the benefits on a limited basis, such as the Olympics in 2012, we are mindful of the impact this would have on our colleagues. We do not have any plans to change our current position.”

Some consumers are unsure about shopping on a Sunday as well. While 41% shop frequently on a Sunday, the ICM poll shows, 42% say they shop “less frequently” on a Sunday. Supermarkets are the most popular choice, with 71% of shoppers using them on a Sunday.

In addition, 26% of shoppers surveyed say they don’t believe shops should be open at all on a Sunday – a surprisingly high figure in an environment where convenience and 24-hour shopping is assumed to be what every shopper wants.

Kate Bewick, associate director at ICM, says the responses from shoppers differ according to age. Those over 45 are more likely to look askance the idea of Sunday trading than the under 45s, who have grown up accustomed to it and accept it as normal.

On the fence

“There’s not necessarily wholehearted support or disagreement,” she says. “People are on the fence – a substantial proportion of people support further reform but it’s not a majority and it’s certainly not overwhelming.”

But one thing that most do seem to agree on is that longer trading hours would probably provide a boost to high streets, especially those that are struggling.

The ICM poll found 51% of respondents say longer opening hours on a Sunday would bring more people on to the high street, which would be good for all retailers there.

The Open Sundays campaign is pushing for reform on Sunday trading, and the group argues longer trading hours would increase retail spending and help retailers become more of a leisure destination for people looking for things to do on a Sunday.

Open Sundays’ director Mark Allatt says: “Our high streets need to be able to better compete with online retailers that are able to sell 24/7 with no restrictions.”

Sunday trading has always been an emotive issue for retailers – and 20 years on, the debate over the right opening hours is still not quite resolved.