If you're open 9 to 5 - you're catering to the unemployed or retired.
Most of us are working during the day. Most of us are asked to do far more than we have in the past with less time. We scramble to the store after work before rushing home to dinner, a little more work, perhaps some relaxation, then bed again. That's every man and woman (for the most part) in the US.
So if your office hours are from 9 to 5 and you're a retail location focused on sales to working individuals with cash flow - you need to rethink your hours of operations.
Think about 10 to 6 or 11 to 7. The working people in this community will thank you. The economy will thank you.
Unless, of course, you really are focused on working with the unemployed or those lucky few that are retired. Then just keep on doing what you've been doing and getting the same results you've had in the past.