Probably not on a pure financial level, but...
Could the club gain goodwill from opening longer hours?
Would it hurt to shift a larger bulk of the pre-orders for collection over the weekend, freeing up staff time next week for getting the membership packages out?
Would it hurt to inform those who may not be privvy to the opening hours in the same Baggo article that seeks to whip up interest with the "limited numbers" angle not to make the trip on Saturday afternoon, a not unreasonable shopping window in the normal retail business world?
It's clearly caught a few out, and that was just the very short window that Born was up there, how many others over the course of the afternoon?
It's not all about money in the customer satisfaction world. Those folk, whether it was their 'ignorance' of the opening times or not, have gone away disappointed. Argyle should be able to have anticipated that and done everything possible to prevent it, either open a bit longer having created the added interest or make it clear the shop closes at 1pm....one or the other.
I'm not saying it is a capital offence AT, just observing a lack of joined up thinking that will have left many fans disappointed this afternoon, disappointment that was preventable.