In York the overall feeling from SLOTXO the businesses I have spoken to is that Monday's Grand Reopening feels a little like those moments at a football match when supporters stand up to celebrate a goal, only to realise the ball has hit the side netting.
There is certainly relief that England is heading in the direction of economic normality, but questions as to what this will actually entail remain.
Juliana Delaney, whose York-based company runs attractions nationwide, including York's Chocolate Story, was at pains to downplay rhetoric about Freedom Day.
"We don't like that phrase," she says, explaining that customers were expecting to be protected against the virus. Masks are still very strongly encouraged for customers, and compulsory for staff.