10/09/2025
Many people living with dementia still go shopping, either alone or with friends, family members, or caregivers. They still want to choose their own greeting cards, find their favorite shampoo, or pick out a birthday gift for someone they love. But a typical store can be confusing, overwhelming, or just plain exhausting for a person with cognitive decline.
Being dementia-friendly doesn’t mean creating a separate section or offering special treatment. It means shaping a space—and a way of interacting—that’s easier to navigate, calmer, and more supportive for people who might be processing things differently.
Here are some practical ways stores can help:
Use clear, easy-to-read signs with large fonts and strong contrast. Avoid decorative or quirky restroom labels—just say “Restroom” and use familiar symbols.
Keep store layouts consistent. If someone has finally figured out where the peanut butter is, don’t move it to the other side of the store next week.
Turn the music down. Better yet, offer quiet hours with low noise. Loud environments can make people anxious or disoriented.
Avoid flickering or harsh lighting. Bright, even light is easier on the brain and helps reduce confusion.
Keep aisles wide and free of clutter. A clear path helps everyone—especially someone who might already feel unsure on their feet.
Checkout can be one of the hardest parts of the shopping trip. It requires focus, memory, number recognition, and potentially interacting with unfamiliar equipment—all while other customers wait. It’s a lot.
What helps:
Slow down. Give people space and time to process without pressure.
Use friendly, clear phrases like: “You can put your card here or tap it right on the screen.”
If someone seems unsure, gently offer: “Would you like me to tap or swipe your card for you?”
Steer people away from self-checkout if they seem overwhelmed.
Those stations are often too fast-paced, too noisy, and too complicated.
Make sure people leave with their receipt and all of their items.
Assure that they do not leave their credit card behind.
It’s also important to remember that behavior can be misunderstood.
Someone might:
Find their favorite snack and start eating it before they reach the checkout—not out of disrespect, but because they’re focused on the moment and not on the process.
Finally locate the cologne they’ve worn for 30 years and head for the exit, forgetting to pay.
Seem rude or abrupt—not because they’re unkind, but because the shopping trip has taken every bit of their mental energy.
Knock over a display or drop an item—not because they’re careless, but because they’re moving through a space that feels unfamiliar and overstimulating.
If something unexpected happens, assume good intentions. A calm, kind response can make all the difference. An employee who smiles and says, “Let’s take care of that together,” can turn a difficult moment into one of connection.
And restrooms matter. If a shopper isn’t sure they’ll be able to find or use a restroom, they may not come at all.
What helps:
Offer at least one private, all-gender or family-style restroom. This restroom should have room for a caregiver in addition to the person living with dementia. Ideally, include a chair for the caregiver so they do not have to stand while their person is on the toilet.
Use clear signage—words and symbols, no cute nicknames or “clever” graphics. “Princes” and “princesses” may seem like an adorable way to label your restrooms but can add a layer of confusion for those who live with cognitive decline.
Avoid requiring a key if you can. Needing to track someone down just to use the restroom adds a layer of stress.
A quick training with your team can help everyone feel more confident and prepared. A few essentials:
Not everyone who needs extra patience looks like they need extra patience.
If someone seems confused or overwhelmed, pause and respond with calm kindness.
Speak clearly and slowly. Offer support without drawing attention.
Approach individuals from the front to avoid startling them.
Most people living with dementia won’t mention that they have dementia to a retail employee. But they’ll notice if your store feels welcoming. They’ll remember if they felt rushed or if they felt seen.
Kindness is free. A little patience and a gentle tone go a long way. What helps one person—whether they’re living with dementia, overwhelmed, tired, or simply having a hard day—helps everyone.
[If you are in Iowa and have an interest in becoming a Dementia Friendly retail store, don’t hesitate to reach out (dementia.simulation@uni.edu). It’s a one hour training and you must have at least 50% of your employees present.]
