Additional reporting by Laoise Gallagher

From today, the final Plan B measures put in place to protect against the Omicron variant are no longer in force.

While some restrictions were lifted last week, guidance on face coverings and Covid passes for large gatherings changed from today.

However, despite people now being able to enjoy a glimpse of normality, figures show Covid cases are rising in most parts of Kent.

We visited Maidstone town centre to find out how shoppers and businesses are responding to the new freedoms.

Yesterday, the day before the country moved from Plan B back to Plan A, it was clear many were still following the rules on mandatory face coverings inside.

In fact, some people were opting to keep the mask firmly placed over their nose even when out in the high street - although this could've been for the warmth benefit in the bitter winter wind.

Finding out exactly how much could change in 24-hours, we spent 15 minutes at Franco's coffee shop in the centre of The Mall to see how many shoppers were abiding by the Plan B rules and wearing a mask indoors.

Yesterday, between 10 and 10.15am a total of 241 shoppers passed the café.

Of those, 197 were wearing a mask - a total of 82%.

The survey was then repeated this morning at the same time and place.

A total of 237 people passed by in 15 minutes, but the percentages were quite different.

From the 44 unmasked shoppers from yesterday (18%), that number rose to 110 - adding up to 46% today.

These tended to be younger people, compared to those wearing a mask, who were mostly aged over 50.

Yesterday, business owners in The Mall said they were still anticipating many customers will choose to wear masks regardless, especially due to the average age of customers in Maidstone.

Sara at Grape Tree was unpacking items in the stock room. The shop was mostly empty but she continued to wear a bright floral mask squashed under a pair of glasses.

She said: "From now it is down to personal choice really.

"We will still be encouraging masks where we can but a lot of customers are older so will probably continue wearing them anyway to be honest."

A few doors down and a single hairdresser was busy at work in Hair Lounge.

The owner sat proudly at the front desk and an elderly gentleman was waiting his turn on a plush velvet sofa with a medical mask on.

However, he was the only one in the small store with a mask, despite Plan B rules being compulsory in personal care settings until today.

Owner, Mark Winstanley said: "It's all down to personal choice really and we will go along with that.

"It is definitely a relief that they're going completely now.

"We still get some of the older generation coming in and they will often ask if the hairdresser has a mask and we'll put it on for them - we will continue to do this even though we don't legally have to."

Outside on Week Street, Kris Van Haeften was busy trading at his independent stall.

He said: "I can't really comment on masks because that's not something I agreed with in the first place.

"I like that fact that obviously with the restrictions gone, hopefully a lot more people will be coming back onto the high street and feel more confident.

"I've even noticed this week it's starting to pick up a little bit to what it was.

"That is probably because people are starting to feel a little bit less intimidated, especially the older people."

He continued: "There have been quite a few faces that I've seen this week that haven't been in town really for a couple years.

"Hopefully things will get back to a bit of normality in the next couple of days."

Just around the corner, busker Samuel Ashton was preparing for a morning of providing acoustic soundtracks to the bustling town.

Samuel said: "I don't have any faith or trust in anything that the government says - there's a lot of misrepresentation and misinformation whenever I look into whatever they have said.

"Whether or not the restrictions are lifted doesn't necessarily translate to the way that people are going to react to it because some people are going to continue living cautiously, and others have already not been following restrictions anyway, so I don't think it's going to make a huge difference."

Enjoying her casual morning shopping, Cynthia from Maidstone agreed with Samuel and said she has lost trust in the government.

Munching on a custard cream biscuit from her trolley, she said: "I think we should keep the masks on. The virus hasn't gone anywhere.

"And while you're at it, get rid of Boris Johnson, that man is just awful."

Pictured on their way to the pub, friends Jim, Benji and Roy made the journey from Ashford on public transport.

They all agreed that they felt more comfortable wearing a mask on the bus ride and wished face coverings would remain a mandatory requirement.

Jim said: "I think us older folk like to have the masks because they make you feel more protected, especially on a long bus journey.

"No offence to the younger generation, but I think they tend to be the ones who just leave them off and don't care.

"I can see why there is a feeling that we should move on from wearing masks but right now I think I'll be keeping mine on, definitely."

This morning, our reporter travelled to Maidstone by bus, to get a feel of what Jim, Benji and Roy talked about.

The crisp winter morning in Medway didn't encourage many passengers to open the windows, but to our luck we didn't end up in a steamy upper deck sauna.

Out of the nearly 40 people, only about 10 passengers had a mask on - with even few properly covering the entire face.

Upon arrival on Week Street, we stumble upon Justin Imezus, arranging fruits and vegetables at the London Cash & Carry convenience store.

Justin, a tall chap did not wear a mask, as he said he was exempt, but said the shop will still ask customer to wear face coverings.

He added: "Members of staff will still be required to wear masks, and we will ask the same to our customers. It's just to keep everyone safe."

Down the road, at Pets Corner, 29-year-old Nadine was placing some live bugs on shelves.

"We’re just following government guidelines so we won’t enforce anyone to wear them in the shop.

"But as you can see, I’m wearing one and so is my colleague, so it's completely up to you, really," Nadine said.

Just like the pet store, charity shop Making a Difference to Maidstone (MADM), in the High Street, will also leave it up to its customers if they wish to wear a mask or not.

This was not the case, however, in early 2020, when MADM stuck by its decision to stop anyone not wearing a face covering from entering the store, even if they were exempt.

Now, founder Amanda Sidwell said she is "quite relieved" that masks are no longer mandatory, as this should bring a sense of normality back to society.

MADM's founder Amanda Sidwell on masks no longer being compulsory

Back on Week Street, Glynis was about to begin her morning shopping waiting for Flying Tiger to open its doors.

With a black patterned mask just under her nose, she said: "I will keep wearing a mask inside and out when I'm shopping. I just want to feel a bit safe."

Meanwhile, Josie and Amanda were out and about chatting without any masks on.

Josie, who is exempt from wearing one, said the changes will not mean much to her anyway.

Amanda, who had Covid twice, said: "I definitely feel safer now so I don't plan on wearing one. "If a shop asks me to do so, then of course I will, but otherwise, there's no need."

Walking down the street and with a clear smile under her flowery mask, Mary Eve said she would keep her mask on even outside.

"I just want to keep myself protected even now that these restrictions are over," said the 68-year-old.

George, who was just entering Week Street, gave the same reason as Mary Eve, adding: "Wearing a mask is also a matter of decency to everyone and being polite to anyone who is vulnerable."

Our last shopper was 74-year-old John, who will also keep wearing masks indoors for his personal safety, especially "when a place is really busy."

It seems most mask users were still committed to protecting their health in the County Town, but many people seem to be enjoying a bit of freedom by not covering their faces anymore.