Shops and shoppers in the East react to new face mask rules
Watch a video report by ITV News Anglia's Hannah Pettifer
As of July 24, masks or face coverings will be compulsory in shops and supermarkets.
Many are questioning, "why now?".
One shopper on Bishop's Stortford's high street said: "I think it's a bit pointless, if it's mandatory then obviously we're going to have to wear them, I can understand it'll build people's confidence but I think it's a bit late now, I don't think it'll make much difference."
"I think it's a good thing, we need to get back to living life, get the economy going and face masks are the way to go," said another.
Patients and visitors to wear masks when attending hospitals
Medics call for public to make their own face masks to combat coronavirus
The rules will not apply to shop workers, children under 11 and people with certain disabilities and breathing conditions.
Those who don't comply face a fine of £100.
The big question is how this is going to be enforced. The government has indicated it will be the police doing the enforcing, not retail staff - but will shops be turning people away if they don't have a mask or will they feel the need to call the police?"
Katie Bradshaw has run Coco's Emporium for the past eight years.
When asked what she would do if someone came into the store without a mask on, she answered: "I've had that with the hand sanitiser where they've refused to use it. I've had gloves to use in place, I think I'll have to work something out to prompt them to use their mask."
Other retailers are unsure what impact the new rule will have on their business.
"I'm worried people will not shop in shops, they'll order online instead of just browsing a local boutique," shop owner Lindsay Trundle said.
"It could hit the high street quite hard. However, today I'm thinking that customers that haven't felt safe might feel safer if they can put on a face covering and come into our store."
The Police Federation has said the new rules will be 'impossible' to enforce and that shopkeepers will have to take some responsibility.
Despite this, police in Northamptonshire say they expect most people will follow the rules.
Assistant Chief Constable Simon Blatchly said: "Generally we've seen throughout the Covid-19 period in Northamptonshire people have been compliant and our approach of inform, engage has worked and we haven't had to issue that many tickets.
"My assumption is it will be the same with this. I don't expect to see police officers patrolling shops looking for face masks. We'll be working with our partners, working with the public but we'll wait for that government guidance to come in."
Research carried out by the University of East Anglia earlier this year found wearing masks did result in a small reduction of risk
"What happens when a large group of people, virtually everybody, is wearing a face covering when they're in close proximity to each other. And the emerging evidence seems to show there's a small benefit and it's that kind of marginal gain that I think the government is trying to get."
The measures will come into play in 10 days' time. Time enough, says the government, to prepare the retail sector and its customers for further change