Retirees, students, the unemployed and the travelling businessmen/self employed that have the ability to fit a couple of hours into the middle of a workday. People that work in retail/service jobs that don't necessarily work a generic Monday-Friday. Night workers. People at companies with flexi-hours.

That said, I'd love to balance my work with the ability to not stand in queues for shops because I can only go at the same time as the majority of other people. I do much of my food shopping as close to midnight as possible and buy most other things online to avoid the crowds.

Passed a certain (lowish) threshold of income, I'd almost universally rather less hours than more money.