Analysis: Will face masks undermine shopper sentiment or inspire confidence?

Boris Johnson face mask

After a weekend of back and forth and contradictory messaging, today finally brought clarity about whether face masks must be worn by shoppers in stores.

From July 24, face coverings become mandatory for customers in England, like their Scottish counterparts before them. Anyone breaking the rules faces a £100 fine.

For retailers seeking to rebuild trade as lockdown eases, the face masks edict raises one big question: will the decision boost consumer confidence and so stimulate retail, or undermine sentiment and scare shoppers away?

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