The issue isn't really whether that shop is essential. The issue is that the greeting card store next door is also open, because they've decided they're essential. And none of these stores (including the super market) is enforcing mask requirements because none of the others are and they don't want to be the only one.

In 1000 little steps you are suddenly miles away from a real lockdown. You're basically BAU, but the pub is shut ever other week (unless you buy a scotch egg in which case it is also essential).

I don't care if people are eating gourmet olives. But we need to realise that making excuses for doing nothing is still doing nothing.