Since information appears online immediately, normal expectations are that customers will find and respond immediately too. But most things that are done online require some time to disseminate and for customers to begin reacting to the information.
Which means that if you're planning activities for the upcoming holiday season informational emails, suspense building cues on your website and blog should be occurring now.
Special events need to be added to customer's busy schedules as soon as possible. It can take about 30 days for information to filter through to action---even in a world of instant information.