New Plymouth retailers say the CBD resembles a "ghost town" as the Omicron wave makes its presence felt around the country.
Trade is down as much as 40 percent, despite the red light setting allowing most activity outside of large events.
Normally, the city centre would be humming with people at lunchtime on a beautiful late summer's day. But the streets are quiet and everywhere you look cafe tables stand empty.
Co-owner of Bateman's Bakery on Devon St, Jennifer Hilford, said town was dead.
"It's pretty quiet, it's a bit of a ghost town. A lot of the time we've got a lot of people walking around first thing in the morning, but lately, there's just nothing.
"People can park right outside the shop which is nice but a bit spooky, because there's normally no carparks. The whole Warehouse carpark is empty."
Co-owner of Bateman's Bakery on Devon St, Jennifer Hilford, says her turnover is down 40 percent. Photo: RNZ / Robin Martin
Hilford said her turnover was down 40 percent but other businesses had it even worse.
"No one wants to go in and sit down anywhere. No one wants the risk of becoming a close contact. If they have to go into a business, they're just not doing it."
Over at Chaos Cafe, there is only a handful of customers during what should be the lunchtime rush.
Owner Kerry Vosseler, an 18-year industry veteran, said people were staying away from the city centre.
"We've still got our core group of regular customers, but we're not seeing the transient group that would normally travel through on a regular basis, so yeah, it's gone very quiet."
Chaos Cafe owner Kerry Vosseler says people are staying away from the city centre due to the Omicron outbreak. Photo: RNZ / Robin Martin
Vosseler said her turnover had also tanked and it could not go on this way.
"It's not sustainable. It's not sustainable at all. I've always run with credit in the bank, but that can't last forever obviously and that's disappearing rapidly."
And it is not just hospitality that is suffering.
Brougham Barbers and Gifts owner Wendy Ashton said business was down about a third.
Brougham Barbers and Gifts owner Wendy Ashton says business is down about a third. Photo: RNZ / Robin Martin
"I think people are scared. They are genuinely scared because of what is being reported through the media and I don't blame the media for that because they are just covering their stories.
"Especially the elderly. The elderly are really struggling. Just the lack of communication between them being [in] lockdown or feeling like they need to be locked down has a huge impact on how they are feeling mentally."
Taranaki Chamber of Commerce chief executive Arun Chaudhari said it was possible 5 to 10 percent of businesses around the region would not survive a prolonged Omicron outbreak.
"People are scared. They're worried. They want to protect themselves, they want to protect the vulnerable sections of society and their whānau.
"It's not helping businesses. Businesses are really suffering and they are getting crippled with the lack of cashflow and other problems that they've got from before."
There were mixed feelings from those people actually out and about.
Bianca Prasad was happy enough to be in town.
"I don't really mind to be honest. I'm just going out and about and doing whatever I need to. It's not really a problem for me."
Liz Clegg was feeling uncomfortable.
"I don't feel safe. No. This is the first time I've come into town for a long time because of Omicron and I don't really want to get it."
Casey Lamb was taking it in her stride.
"I don't really mind it to be honest, because I work in a supermarket and I'm around people anyway. As long as everyone is wearing their masks and socially distancing, I'm fine with it really."
Roger and Bronwyn were taking their e-bikes for a spin on the coastal walkway but still keeping safety precautions.
Roger and Bronwyn say they do go out and about but they still take safety precautions. Photo: RNZ / Robin Martin
"We don't go near big crowds and we don't go off to places where there's lots and lots of people, but we go visiting our friends and we've been away on holiday," said Bronwyn.
Chamber of Commerce boss Arun Chaudhari said it was working with the district council on a 'buy local' campaign encouraging online shopping and the uptake of vouchers for future use to help out the business sector.
