It depends on whom you are trying to attract... I think the average shopper makes purchases for holidays fairly close to the actual holiday (I've been selling St. Patricks items for about a month now) and my busiest time for Christmas is generally right after American Thanksgiving. However blogs, magazines, and holidays specific shops (for wholesale for example) shop many many months in advance (like June for the Christmas issue, May for Halloween). Relevancy kind of changed the whole back of the pack in terms of search. However I do renew my items from time to time... I think .20 is a small investment.