The NSPCC today called for shops to work with them to do more to support parents shopping in their stores. From going smack-free through to stocking leaflets offering parenting advice the NSPCC wants shops to do their bit to look after parents and children.

Figures released by the charity today reveal a huge 77% of us think smacking is becoming less acceptable in today's world and nearly all those surveyed by the NSPCC want shopkeepers and store managers to take action and help parents avoid losing their cool with their children. Nearly half those surveyed said they actively prefer shopping where smacking is forbidden and, based on findings, the charity estimates that 2.3 million adults would be less likely to go back to shopping in a store where they saw a child smacked.

11% of the adults in the survey said they'd seen a child smacked in the last week - equivalent to 2 million people across the country - with many of those admitting they had felt worried about the child and the experience had upset them. 51% told the charity they had wanted to intervene to stop the child being smacked and most added they had wanted to comfort the child and help the struggling mum and dad.

Many stores have already introduced family friendly measures such as parent and child parking, double seated shopping trolleys and nappy changing facilities but shoppers added putting in crèches and toys would help keep shopping stress free.

NSPCC parenting advisor Eileen Hayes said: "Shopping with a young child can sometimes try the patience of the most caring parent. Shops can help parents to take the stress out of shopping in simple ways. They can display leaflets on how to deal with tantrums and difficult behaviour, train staff to support those who are struggling and provide play areas for bored or acting up children."

"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."

For more information visit www.nspcc.org.uk