Prime Minister Boris Johnson has introduced further Covid measures in response to rising cases of the new Omicron variant.
Plan B was announced during a press conference on Wednesday, meaning face masks will become mandatory in most public indoor venues like cinemas, theatres and places of worship from Friday.
A NHS Covid pass will also be required to enter nightclubs and venues where large crowds gather, and there's guidance to work from home from Monday in a bid to reduce contact.
Go here for the latest news live from Newcastle city centre
Masks will not be required in pubs and restaurants because exceptions include when "eating, drinking, exercising or singing", according to Mr Johnson.
Shoppers and business-owners in Newcastle City centre have been responding to the Government's ushering in of Plan B.
Duncan Kerr, Head of Operations at Tyneside Cinema, said: "It's difficult keeping up with restrictions when you've got a multi-use building like ours where there is hospitality and a cinema under the same roof.
"In our crowded bar there's no requirement for masks, but if you walk through the door to the less crowded cinema, they are mandatory.
"Guests can rightfully become quite confused."
The independent cinema has kept face coverings as a requirement for their staff members since reopening in May.
Duncan continued: "The new Omicron variant is certainly a hurdle, but we've got to remain positive.
"After 18 months of closure, the James Bond film was a brilliant injection of business, and helped lots of people fall in love with the cinema again.
"We thought it would be an upward trajectory through to Christmas, but the news has obviously called that into question.
"We've already seen some cancellations, but that's mostly from larger school groups.
"As a registered charity, every penny counts for us, so we are asking that people try and support us as best they can.
"This time last year we were benefiting from recovery grants and the furlough scheme - but that's over now."
The cinema has enhanced cleaning procedures, air condition and masks available to help alleviate customers' concerns.
Once sat in their seats, viewers are able to remove their masks and there is currently no requirement for social distancing.
22-year-old Abi Arun, who was on the Bigg Market this morning, believes the Plan B rules are "very contradictory".
She continued: "I'm more than happy to wear a mask in all the locations set out under Plan B, but the rules are silly.
"It seems ridiculous that clubs are open, where you are in such close proximity to people, but that you have to wear masks in shops."
Her friend, 21-year-old Lauren Hancocks, said: "It also seems strange that you need a vaccine passport for clubs but not crowded pubs.
"All of it is very hypocritical given what happened with the Government's alleged Christmas Party.
"People were distraught about not being able to see their families last year, while those in power were sat laughing at us."
Robert, an 83-year-old from Birtley, said he would "welcome more restrictions" after hearing about Plan B.
"I'm happy with more rules, or at the very least better enforcement of the restrictions currently in place.
"We need to exercise caution until we have more information about the new variant.
"I know that some older people feel safe now that they've had their booster jab, but I'm still trying to keep out of people's way and be as cautious as I can.
"I want to see my 84th birthday!"
26-year-old Georgia Stanley, the owner of Waceland Streetwear and Vintage Clothing in the Central Arcade, said she's found it harder to get customers to comply with face mask rules since they were reintroduced in shops on November 30.
"It does feel like less people are wearing them - and it's felt more strained asking people to put them on - especially as I'm exempt" she explained.
"Although the rules are awkward, it's got to be done to keep us all safe and so that we can get back to normal."
She said she hasn't seen any change in footfall around her store so far, but believes that delays with online shopping may have encouraged more people to come into the city centre.
54-year-old Karen Rantoul from Wallsend said she understands the new rules, but that she "doesn't think people will take much notice.
"I'm happy to wear my mask but there's a definite sense of distrust after the Christmas party carry-on.
"I'm not sure whether to be worried about the new variant - there is so much conflicting information at the moment."
Chris Wilkinson, who works at the 'One Stop Xmas Shop' on Clayton Street, expressed concern about the step up to Plan B.
She said: "Our customers have just started pouring back in, but from Monday we'll be losing our lunchtime trade.
"Lots of our customers pop down during their break from work to pick up a card or present - our survival depends on good footfall.
"I had Covid myself last year and I wouldn't wish it on anyone - I've still not got my sense of smell back after 12 months."
Scientists are wary of the Omicron variant and early indications suggest that is it more easily transmitted, though this has not yet been proven.
If it is more transmissible, then experts are concerned that mass transmissions could overwhelm a struggling NHS.
Stephen Patterson, Chief Executive of Newcastle's city centre organisation NE1, responded to the announcement: "It does deliver a blow to many businesses in Newcastle and elsewhere in the country at what is one of the most important times of the year for many.
“Newcastle had done so well to bounce back and footfall in the city was outperforming the national average by 30% and was up on pre-Covid footfall levels by 20%.
“The city had missed office workers and for the PM to instruct businesses to work from home is highly regrettable.
“We hope the impact on retail and the daytime economy will be minimised by the sensible approach to precautionary Covid measures that businesses and the people of Newcastle have consistently employed.
"Most businesses have maintained precautionary measures throughout the pandemic and continued to advise customers and staff to wear masks, and to hand sanitize even when the Government advice did not dictate this.
"Now that mask wearing is back to being mandatory, the change should not be too onerous for the city to employ.
“But once again, the biggest impact of the Plan B announcement is going to being felt by nightclubs and the night-time economy and the new measures have the potential to adversely impact on this business sector.
“Vaccine passports shift the onus onto businesses operating late night venues between 1 am – 5am forcing them to employ extra door staff to check people’s details and will inevitably deter some customers.
“We know from the Scottish experience, where vaccine passports have been operational for some time, that they do impact on trade and deter custom with sales down in some venues by between 20 -30% as well as putting pressure on businesses who have to manage the system.
“To compensate businesses for the extra burden and loss of trade these new rules may cause, the Government needs to make grants available for businesses that will be adversely affected and look again at business rate relief, VAT relief and grants for those hardest hit.
“Many businesses are questioning the efficacy of these measures and the practicalities of implementation. NE1 is currently liaising with Newcastle City Council and Northumbria police to offer advice and guidance to businesses on how these new rules should be implemented.”
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