An Amazon Prime show about how the shop had survived and come through lockdown was released on Monday – the same day the renewed strict measures were announced by the health secretary, Matt Hancock.
Mr Hand said: “We have spent so much money trying to get set back up. During the lockdown, we did have financial help from the government, but running the shop like this we have had a lot of expenses.
“Businesses were all geared up to reopen. We need help. We understand a decision had to be made but we also need help.
“If it saves a couple of people, it’s fine. If it saves one person, that’s fine. A life is worth more than the money, but the fact is places will go out of business and are going out of business right now. For some people, this is the final straw.”
The shop had made preparations to reopen, including putting social distancing measures in place, and investing in new stock, but the new measures will mean a loss of walk-in trade.
Hand said the city is feeling “deep frustration”, but he has a four-year-old son who falls into the high-risk category so he understands why the decision has been made.