Nightclubs open at 3 pm with half-price drinks while bars offer unlimited drink deals from 10 am to beat coronavirus curfew.
The UK Prime Minister's decision for pubs, bars, and restaurants to close at 10 pm has left scores of venues across England missing out on vital early hours service.
Under the new lockdown legislation, establishments must offer table service only. They must also kick out customers of their premises before the cut-off point or risk a fine.
As a result, many venues across the country have reacted by opening early to make up for the lost hours.
Some establishments are also offering patrons discounts and happy hours to attract more customers.
Popworld bars In York and Liverpool, for instance, are opening doors at 4 pm until 10 pm on Fridays. The bars are also offering a 50% discount on drinks until 8 pm.
Elsewhere, Turtle Bay, a Caribbean restaurant chain, offers a 'bottomless brunch' with unlimited cocktails from 10 am. It has also extended its happy hour until 8 pm.
Taking to Twitter, Turtle Bay said:
Guess we'll just have to start a little bit earlier then Boris.
Other establishments have also encouraged drinkers to start their night earlier, teasing drinks and dinner offers on social media.
Source Bar at the University of Central Lancashire, in Preston, said:
Don't forget! New coronavirus restrictions mean we'll be closing at 10pm every evening.
So head down early with your housemates to check out our dinner and drinks deals!
In London, pubs adopt a similar approach, with the Drapers Arms in Hackney urging patrons to start their nights out early.
Our booking system remains open until 9 pm. Apart from anything else, we remain a pub, and you are still welcome to come and just have a drink.
We've got a few bottles that would struggle to last 59 minutes. I also think if you walk in, sit down and order a steak and a glass, we could get that done.
On the first night of the curfew, London streets were filled up with hundreds of drinkers as all the city's bars emptied at the same time.
Commenting on the early opening hours and drink deals, Medical researcher Dr. Stephen Griffin said:
I completely understand that businesses are struggling and that the hospitality trade has been hit hard. And it's understandable venues may have to resort to this action as a result of this policy.
However, while at-table service may limit some interactions, there seems a little point in enforcing early closing times if the same number of people visit a given establishment by opening early.
Furthermore, if cheap alcohol is on offer, then this may impair judgment. This might lead to reduced compliance with social distancing.