Let me start by saying that this is a relatively new site that works to promote Etsy shops at a really cheap price. It's much more cost effective than an Etsy showcase, and it's only 50 cents per hour. They post your items on twitter, facebook, etc. ad spaces during your hour. Own the Hour spaces open up at midnight the day before, so I just happened to be on Wed./ Thurs at midnight to purchase my Friday spaces.
So....I purchased 5 hours on Friday night, from 7pm to 11pm. I wasn't sure how a Friday night would work but I thought I'd give it a shot. I did get more views and more hearts during that time but no additional sales from this. I would definitely do this again though and maybe try a different day, etc. I may try Black Friday or sometime next weekend during my sale. I'd love to hear other people's experiences!