They don't want to have an altercation with customers. Not enough people have gotten sick for certain people to take this seriously.
There may be customers who have asthma and masks make it difficult to breathe. Businesses can restrict people from entering even without the Governor's mandate. Private property rights apply. Stores may wish to avoid upsetting customers and seeing a viral post that puts the store in a bad light. If you have seen how some stores clean their bathrooms, you might be really peeved:).
The governor of NH has not made it an executive order for citizens to wear masks. It is their choice. Not a wise choice in my opinion
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