One of the nation's largest consumer groups has lent its voice to the growing call for a government overhaul of Sunday trading regulations.
Millions of people across Britain would like more freedom to shop at times convenient to their lifestyle, the National Consumer Council (NCC) argues in its new guide on regulation.
The NCC said it wants the government to review the current six-hour limit on which large stores can stay open on Sundays.
"It's time to get rid of the red tape that restricts people shopping in bigger shops on Sundays," said Philip Cullum, deputy chief executive of the NCC.
"Restrictions like these achieve nothing beyond limiting consumer choice. They need to go."
Ministers have given hints that they are open to amending the regulation. Trade and industry secretary Alan Johnson recently asked officials at his Department of Trade and Industry (DTI) to evaluate the costs and benefits of relaxing the law.
Small businesses, however, are firmly opposed to deregulation. They say the NCC is wrong in its belief that consumers want longer hours.
This week the Association of Convenience Stores (ACS) wrote to Johnson stating there is no real desire by consumers for longer shopping hours on Sundays and that any policy change would be controversial.
"There is no compelling evidence that consumers are unduly concerned about Sunday trading restrictions or that there is an appetite for an extension to the hours that large stores can trade," said James Lowman, ACS public affairs and communications manager.
"We have offered to assist the DTI with their review, explaining how the current Sunday trading act retains a balance between local and out of town shopping."
Under the current rules, small shops under 280 square metres have no restrictions on Sunday trading.
