Great question! So I always planned for more content to happen during the afternoon, but was afraid players would never get to see if cause most jobs take the whole day. So I made the shop afternoon only, forcing players to go to the afternoon so they'd get to see what else was around during the afternoon.
That said, I never had much time to add more content to it, so it stayed a bit lackluster. However eventually I added Lola's personal story and I'll be introducing a new character called Laura in the next update. Both will be available to work in the afternoon.