MORRISON'S in Kingswinford is opening a special check out lane for mums this Mother's Day.

The store at Charterfield Shopping Centre will open mums'-only checkouts to help ease mothers through their shopping trips this Mothering Sunday (March 11).

Store bosses came up with the idea after research by FlyResearch revealed 37 per cent of mums would visit a supermarket on their special day of the year and that 20 per cent of mums believe Mother's Day is over by noon.

Each lane will be staffed by checkout assistants specially selected for their friendliness.

Assistants will offer to scan items at a speed to suit each individual mum - whether they want a relaxed pace and a chat, or a quick checkout as they are in a rush.

They will also will help pack the shopping, should mums wish.

Checkout assistants will also help to entertain little ones - by inviting them to see how they operate the tills.

Supermarket bosses say the aim is to make the shopping experience as easy and enjoyable as possible for mums and their families.

Ben Pearce, store mnager at Morrisons Kingswinford, said: “The reality of Mother’s Day is that some mums end up doing lots of chores.

"So, for mums who shop with us on this special day we want to serve them better by creating a mums' lane checkout.”

Morrisons will also be giving out more than 30,000 pink Gerbera flowers to mums as they pass through checkouts on the day.

The gesture was thought up as a thank you to mums and to reignite the tradition of giving mums a flower on Mothering Sunday.