I came from Montreal downtown all the way to get some donuts 20 minutes before closing and I was informed that after 1 PM there was nothing else to buy.
I am not sure why they declare closing hour 5 PM if you cannot buy anything before this time. According to de lady, you should arrive very early. It gives me the impression that, after 12 PM everything you can get are leftovers.
If you want to make customers happy, inform your business hours based on what you have available. The best donuts are the ones you can eat, not the ones printed beautifully on paper.
Christmas time can be used to make new customers, not to lose opportunities.