As COVID-19 remains prominent in our communities, mask use by customers is declining - and declining rapidly.
Under the COVID-19 framework of orange light, masks are mandatory on public transport, on domestic flights and inside retail stores, including supermarkets and shopping malls.
Retail NZ CEO Greg Harford told Newshub that up to 40 percent of customers are not wearing masks - and retail workers are being verbally abused when they have asked people to put on a mask.
"We are hearing situations where retail workers are sworn at, they are being yelled at, they are sometimes being threatened."
COVID-19 modeller Dion O'Neale said masks remain vital.
"The Government guidelines and requirements are setting out the minimum they expect people to be able to comply with."
He said it's especially important ahead of an expected surge in cases over winter.
"If people stop taking precautions, that could arrive sooner. One of the things that's tricky and unknown is which variants will be contributing to that rise in cases."
Flu numbers are on the rise too - and what keeps us safe from COVID-19 can also keep us safe from flu.
St John said the demand for help has come six weeks earlier than expected, and call-out numbers are now exceeding those seen during the Omicron surge.
"Mask usage is still extremely important. Winter illnesses have arrived early this year, putting extra strain on our health system. But you can do your part by keeping up with healthy practices like mask-wearing, social distancing and washing your hands," St John staff said.
A message from the front line: it's not the time to be ditching protection.
