Christmas In…?

So I finished my Christmas novella, Pastels & Jingle Bells.  And I’ve been working on a New Year’s novella, too, plus learning about self-publishing options on Amazon, and while I’m working details out little by little, one very important question remains:

When are you actually supposed to release holiday stories to readers?

I mean, I initially just had a vague idea that I’d publish my Christmas novella around Christmas time, because even I can connect those dots pretty well.  Unfortunately, “around Christmas time” isn’t all that specific, and now I’m trying to determine the actual point in time that would be best.  It’s not like I can really go by what I see department stores doing, because they start marketing Christmas stuff in, oh, maybe March.  A blogger I know (Kim at Read Your Writes Book Reviews) recently asked folks to weigh on when they start actually reading Christmas stories, but opinions varied.  I’m thinking sometime in November.

What do you think?