We have a small, rural family business (me, two family members and 3 staff) that is on the government list of permitted retailers. We sell lots of things that are definitely essential...and lots of things that aren’t, although they are in high demand at the moment (home/garden type goods!).
All employees have been given the option of staying at home on full pay while a couple of us run the business on a call & collect basis (none want to!), we’ve reduced hours and are keeping the shop door locked (customers have to knock and wait). Obviously we are strictly enforcing hygiene and distancing and have been for a couple of weeks.
However! No matter how many times we say, how many signs we put up asking if their trip to us — ie their leaving the house — is NECESSARY etc, locals are coming in for non-essentials and moaning that if we’re allowed by law to open then we should be open for everything with no restrictions. I see their point — I guess, to them, their purchase IS essential! — but the lack of clarity regarding retail is causing real problems. For example, if a greengrocer is open, should it only be allowing people to buy vegetables (essential) and not monkey nuts and local honey?!
I’m already utterly fed up with trying to “police” this, fed up with getting a gobful off frustrated customers (and some who think we should be closed, although I saw them at the off licence yesterday happily buying their essential booze!) and yet was reduced to tears by an elderly gent who was so grateful we were open so he could get batteries for his wife’s TENS machine. I’d happily shut completely if it wasn’t for the fact that, if we did, there might not be a business to re-open, plus the senior family member is adamant we stay open 
I just wish the general public would use their common sense — I am not a police officer or government enforcer and, if people folllowed the rules, I wouldn’t have to act like one!