I live in a small town, and yes, I have to go into the grocery store. But my mom doesn't because I am the one doing the shopping. And my neighbor doesn't because she has family doing the shopping. (I think she is self-isolating completely because she usually stays out on the ranch in the summer with family but this year she is staying at her house in town and people just come by & drop stuff off for her). With the exception of the grocery store, almost everywhere here will just let you call ahead & then will set stuff outside the door for you to pick it up. Kids in my hometown are doing essential shopping for people who are at high-risk. And, of course, there is Fed Ex and UPS. So we do have people not going into stores despite this being a rural community.If you lived in the big city, you could probably avoid going out completely and have everything delivered. But this is a pretty rural area - everyone has to have a car to go anywhere and delivery is not always possible. We can't get grocery service or restaurant takeout delivered to our address. But here I think it's just the majority of the locals not taking it very seriously because we weren't hit hard at all. We have free, on demand testing and I am seeing a lot of promotion of it from the health department (they need the testing data), but we haven't had any positive tests in almost a week. People see what happened in NYC on the news, but they don't see any of that here so it's like it doesn't seem real.
Also, most shopping wouldn't be happening in my town. The grocery isn't stocked well enough for that. So some people could be 1. wearing masks while shopping out of town in larger supermarkets, 2. not wearing masks while shopping at larger supermarkets, 3. driving a long way & doing pickup at larger supermarkets.