This study advances the literature by addressing the issues surrounding Sunday trading and provides in-depth insights into family-run small and medium size businesses (SMEs), employees and consumers attitudes and perception towards Sunday Trading. The results of semi-structured interviews found immense support for extending Sunday Trading hours and highlighted the socio-economic change. The arguments against Sunday Trading were found to be redundant. Sunday is the second busiest shopping day of the week. Lack of experienced Sunday workforce was found to be a major concern. Non-resident parents and parents with small children were amongst the supporters for reforming Sunday Trading act. Sunday is the new Saturday. The findings justify recent trends towards the creation of more pleasurable shopping environments that offer family activities to entice the customers into stores. Finally, more efforts should be made to understand and cater for the needs of the shoppers who believe reforming the Sunday Trading law is a necessity of today’s modern Britain. The findings demonstrate that Sunday Trading offers different benefits to consumers, employees and SMEs. The findings provide important implications for policy makers and practitioners.

• Hina Khan(Lancaster University, Lancaster, UK)