Leo McKee: Sunday trading is not right for all retailers

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Longer Sunday hours could benefit retailers and shoppers but there can be valid reasons not to trade on what some see as a day of rest.

Some 30 years ago, Morrissey memorably sang “‘every day is like Sunday” in his debut solo album. He was thinking of the decline of seaside towns, rather than commenting on the situation in Britain’s High Streets.

Today, however, it increasingly seems that Sundays are destined to become like every other day, notably in the context of retailing.

More than 20 years have elapsed since the introduction of the 1994 Sunday Trading Act. Now, the Government has announced plans to loosen Sunday trading restrictions. The intent is to give elected mayors and councils powers to relax laws locally if it might boost economic activity.

Perhaps there are other, social objectives for these proposals. For example, one Government spokesperson suggested Sunday used to be “the most miserable day of the week”.

In our fast-changing world, the greater diversity of working hours across the general economy, means that the retailers have to be more flexible in their responses to the customer dynamic. In seeking to develop accessible and seamless service, each retailer has to assess a myriad of complex factors.

Staff with unusual hours

One example is the internet, which provides a 24/7 user capability. The exponential growth of this channel underlines how customers appreciate its scope and convenience. Accordingly, it could seem that retailers should seize on any proposed extension of Sunday trading hours. After all, it would mean more stores being open for longer hours every Sunday.

There are vital professions where people routinely work unusual hours. Members of our police, fire and rescue, and emergency medical services are on duty around the clock. Also on duty at all times, are the leisure and entertainment sectors. These seek to fulfil a different need, namely to offer a hospitable social setting in which we can enjoy ourselves.

“Our retail colleagues fully endorse that, on at least one day per week, they have a guaranteed opportunity to relax”
Leo McKee, BrightHouse

Nevertheless, for the retail sector, a more measured period of reflection may be appropriate. Not least, we should consider the imperatives of optimising customer service, while also being sensitive to work-life balance consequences for our staff. Meaningful safeguards should be encouraged, as should processes of consultation with those who work in retail and with other stakeholders.

We in BrightHouse choose not to trade on Sundays. From time to time over the years, we have reviewed this decision. Our retail colleagues fully endorse that, on at least one day per week, they have a guaranteed opportunity to relax with family and friends, and to do the things that are important to them with those who are important to them.

I believe this is a potent factor in boosting morale and productivity. As such, it supports our goal of providing great service to our customers throughout the other six days of the week.

There is no right answer to the Sunday hours conundrum. But our assessments need to be wider in scope than being dictated by evaluation of the bottom line.