The concept refers to a designated period, typically in the late afternoon or early evening, during which establishments offer discounted prices on alcoholic beverages and sometimes appetizers. This practice aims to attract customers between peak dining hours, boosting revenue during slower periods. A well-known example is a bar in a popular tourist destination advertising significantly reduced prices on cocktails from 4 PM to 7 PM.
The significance of this practice lies in its ability to generate increased foot traffic and create a lively atmosphere. Benefits extend to both businesses and consumers. Businesses experience higher sales volume, while consumers enjoy cost-effective socializing. Historically, the roots of this type of promotion can be traced back to the post-Prohibition era, evolving into a widespread marketing strategy within the hospitality industry.
