Are Your Premises Still Too Loud?

We’ve raised the issue before on That’s Business: why do so many shops, shopping centres, pubs, cafés and restaurants insist on being so loud?

Unfortunately, it doesn’t seem to be going away.

Background music can help create an atmosphere. In the right circumstances it can make a shop feel welcoming or give a restaurant or bar some character. 

But there is a considerable difference between pleasant background music and noise which forces customers to raise their voices simply to hold a conversation.

And music isn't the only culprit.

Hard floors, bare walls, exposed ceilings and large expanses of glass may look fashionable, but they can create highly reverberant spaces where conversations, clattering crockery, coffee machines and other everyday noises combine into an exhausting wall of sound.

As we’ve mentioned in our previous posts about noisy retail premises, shopping centres and eating places, this isn't merely about personal preference.

For people with hearing difficulties, tinnitus, sensory sensitivities or certain disabilities, excessively noisy premises can be particularly difficult. Older customers may also struggle to distinguish conversation from background noise.

On a personal note, I use hearing aids, and I know first-hand that they don't necessarily solve the problem. 

In some very noisy environments they can actually make matters worse. Instead of simply making the person I'm talking to easier to hear, they can also pick up and amplify background conversations, music, clattering plates and other surrounding sounds. The result can be a confusing jumble of noise in which following a conversation becomes extremely difficult.

That's worth remembering when businesses assume that customers with hearing loss can simply turn up their hearing aids and carry on as normal. Modern hearing aids can be remarkably sophisticated, but they cannot always compensate for a badly designed or unnecessarily noisy environment.

There is a business issue here, too.

If customers cannot comfortably talk to each other, hear staff or concentrate on what they are buying, how long will they want to remain on the premises?

A restaurant might spend thousands of pounds creating a beautiful interior and developing an excellent menu, only to undermine the experience with excessive noise. 

A retailer may carefully train staff to provide good customer service, yet customers can't properly hear what those staff are saying.

And what about employees?

Customers can leave. Staff may have to endure the same noisy environment for an eight-hour shift. Businesses therefore need to think about noise as both a customer-experience and workplace issue.

The good news is that reducing noise doesn't necessarily mean turning somewhere into a library.

Businesses could start by actually measuring sound levels at different times of day rather than relying on impressions. Managers should also experience the premises from a customer's perspective: sit at a table, walk around the shop or try having an ordinary conversation. You could even look at hiring a specialist noise consultation who is a member of the UK Association of Noise Consultants     https://www.association-of-noise-consultants.co.uk

Simple changes can help. Turn background music down. Introduce sound-absorbing materials where appropriate. Consider acoustic panels, soft furnishings and better positioning of speakers and noisy equipment. Most importantly, ask customers and staff what they think.

There is nothing wrong with a lively atmosphere.

But when lively becomes uncomfortably loud, businesses risk driving away the very people they are trying to attract.

Perhaps it's time to ask a very simple question:

Are your premises still too loud?

Are Your Business Premises Too Noisy? How Loud Music Affects Customers and Staff

Music can set the tone in a retail or hospitality environment. It can energise a space, create atmosphere, and even influence buying behaviour. 

But there’s a fine line between ambient background sound and overwhelming noise — and many businesses are getting it wrong.

When Music Becomes a Problem

What’s intended as a positive customer experience can quickly turn negative if the volume is too high or the music is too intrusive. 

This doesn’t just apply to retail stores, but also cafés, salons, gyms, restaurants, and even office spaces.

Loud music can:

Make conversation difficult

Overstimulate the senses

Increase stress levels

Reduce the comfort and dwell time of customers

Affect concentration and productivity for staff

For people who are neurodiverse — including those with autism, ADHD, sensory processing differences, or anxiety disorders — a noisy environment can be overwhelming, exhausting, or even unwelcoming. The same goes for people with hearing impairments or older customers who may struggle with background noise.

Are You Losing Customers Without Realising?

Think about it: how many people might walk into your premises, feel instantly uncomfortable due to the noise, and quietly walk out again without saying a word? They may never return, and you may never know why.

In competitive sectors, especially hospitality and retail, this could be costing your business repeat visits and positive word of mouth.

Time for a Sound Check

If you're wondering whether your business might be too loud, here are a few things to consider:

Ask for honest feedback from staff and regular customers.

Walk through your space at different times of day and at different volume levels.

Consider decibel levels – generally, 60–70 dB is considered moderate and acceptable for most public spaces.

Think about your audience – do you cater to families, older adults, or a more relaxed demographic?

Small Changes, Big Difference

Reducing the volume doesn’t mean losing your brand identity. You can still play music that suits your business style, just at a level that respects everyone in the space. Alternatively, consider having music-free times during quieter hours or offering low-sensory shopping periods.

You might even discover that a calmer atmosphere leads to longer visits, more thoughtful purchases, and happier staff.

Inclusivity Is Good Business

Creating a sensory-considerate environment is not just about ticking a diversity and inclusion box. It’s about building a space where more people feel welcome — and that’s good for business, reputation, and community engagement.

So next time you’re adjusting your playlist, take a moment to consider the volume. A small turn of the dial could make a world of difference.

Sound Advice for Better Business Spaces

Tip 1:

Loud music isn’t always good for business. If customers rush in and out, it might be the noise — not your products — pushing them away.

Tip 2:

Neurodiverse customers often experience sensory overload in loud environments. A quieter space is a more inclusive space.

Tip 3:

Ask your staff if the background music helps or hinders their work. You might be surprised by how many find it distracting.

Tip 4:

Turn it down a notch. Background music should blend in, not take centre stage.

Tip 5:

Consider having “quiet hours” during the day – perfect for customers who prefer a calmer shopping or dining experience.

Tip 6:

Not all sound is bad — gentle, low-volume music can create a relaxed atmosphere that encourages customers to linger.

Tip 7:

High noise levels increase stress for everyone — including your team. A calm workspace = better morale and productivity.

Tip 8:

Test your sound system by having a normal conversation. If you’re shouting to be heard, it’s too loud.

Tip 9:

Low-sensory environments aren't just considerate — they’re also good for customer retention and word of mouth.

Tip 10:

Silence can be golden. Don’t be afraid to go music-free for part of the day and see how it affects the vibe.