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The NSPCC is looking to work with major retail services to support parents and help stop smacking in shops. This follows a new survey showing that 86 per cent of adults would be happy to shop in a smack-free shop – with 40 per cent actively preferring to shop where smacking is not allowed.

The survey, carried out by ICM Research, of more than 1000 adults, reveals that 77 per cent of adults believe smacking is becoming less acceptable, with less than half (41%) having seen a child smacked in public within the last six months. Nearly all (93%) respondents would like shops to take action to help parents avoid losing their cool with children.

Many retailers have introduced family friendly measures in recent years – such as parent and child parking, double seated shopping trolleys and nappy changing facilities. The adults in the survey also recommended crèches, toys, and advice leaflets as ways of keeping shopping with children calm and stress-free.

NSPCC parenting advisor Eileen Hayes said: “The NSPCC understands pressures on parents and is keen to work with retailers looking to make shopping a more pleasant experience for all. Helping parents not only makes good business sense, by promoting good parenting and discouraging smacking, retailers can show they care about customers and children.”

An NSPCC advice booklet – Keeping your cool – helps parents understand and manage their anger and can be downloaded from the help and advice section of the NSPCC website. The NSPCC also publishes Your Family – a magazine for parents with young children, available at Early Learning Centre stores across the UK.