Billa starts silent hour for autistic people in 19 markets - easy shopping!

Billa starts silent hour for autistic people in 19 markets - easy shopping!

On April 2nd, World Autism Day, Billa launched an important project: the introduction of the “Silent Hour” in 19 markets in Austria. This concept aims to reduce acoustic and visual stimuli to make shopping more pleasant for people with autism. vienna.at reports that the program was originally launched in 2021 on Goldeggasse in Vienna and has already been expanded to several locations since 2022.

The new stores include Pilotgasse 76 and Thaliastraße 154A in Vienna as well as Doctor-Gschmeidler-Straße 16 in Krems. In May 2025, Billa plans to add ten additional stores in Upper Austria. Further locations in other federal states are also being planned. Special adjustments will be made during the “Silent Hour”: There will be no radio or advertising, market announcements will be suspended, and deli orders will be placed on the counter to minimize personal contact.

Training the team and making adjustments to the shopping experience

The teams at Billa stores have been specially trained to respond to the needs of autistic customers. Checkout staff have been asked to adjust the pace so that customers have enough time to shop. Complimentary disinfected sunglasses are also available for light-sensitive individuals to further enhance their shopping experience.

The “Silent Hour” takes place from Monday to Saturday afternoon, with the times being individually adapted to the respective location. The exact list of participating markets with their specific times is comprehensive and extends across various federal states, including Vienna, Lower Austria, Salzburg, Carinthia and Styria. In Goldeggasse, for example, the quiet hour is from 2 p.m. to 3 p.m., while in Pilotgasse there is an earlier period from 9 a.m. to 10 a.m.

Inclusion in retail

Billa's involvement in this area reflects a broader social movement. Inclusion is becoming increasingly important and retail plays a crucial role in this. Projects like the “Silent Hour” not only promote the participation of people with autism, but also general accessibility in the market. EDEKA has introduced similar concepts to make shopping easier for people with disabilities and to create an optimal shopping experience for all customers.

In many markets, structural measures are being implemented to improve access for wheelchair users, and training in sign language is also part of the offer to make access easier for deaf customers. These efforts are an important step towards a more inclusive society that offers equal opportunities to all people.

Billa's “Silent Hour” program not only represents an important contribution to improving the shopping experience for people with autism, but also a valuable step towards promoting inclusion and accessibility in retail.