Privates are still gouging. Shops are high risk environments though (by omicron standards) so a lot of punters, especially older punters are staying away at the moment. So it makes sense.
There's a very popular massage shop near me (which I don't visit because it's too close to home). Usually the parking lot is filled with visiting punters. Since it reopened last Tuesday, it's been completely empty every single day.
Some of this might be due to the holiday season. But I think it's mostly thanks to covid.