Busy South West residents will no longer have to stress about finding time to do their grocery shopping.

Coles Eaton Fair has extended its trading hours to be the longest in the State and is now open from 7am to 11pm, seven days a week.

The extended trading hours came into effect on Monday, a move centre manager Michael Prosser said Coles had been considering for some time.

“Obviously Kmart has had 24/7 trading for the last five years,” he said.

“We like the idea because it provides the customers choice, but at the end of the day, any of the tenants at the centre here can choose to trade whatever hours they see fit.”

The secret to the 24 hour success of Kmart and Coles’ move to 7am-11pm trading lies in the deregulation of the Shire of Dardanup’s trading hours back in 1994, a move that was not matched by the City of Bunbury until 2015.

According to Bunbury Geographe Chamber of Commerce and Industry chief executive Mark Seward, the increased trading hours were an extension of the 9pm closing time of the region’s supermarkets.

“Bunbury Supermarkets under our deregulated trading hours for the region are able to do the same,” he said.

“I don’t believe that this small change will impact on the Bunbury CBD as most visitors in the CBD at that time of night are there for a dining and entertainment experience.”

Despite the recent price wars between the major supermarkets, there has been no indication from Woolworths as to if it plans to match Coles in Eaton Fair or extend its hours further afield.

With Coles’ new hours already finding favour with busy shoppers, Mr Prosser said several other Eaton Fair tenants were considering extending their trading hours on Friday nights.