The common belief seems to be that if you miss the start of something like the Holiday Shopping Season, it isn't worth starting. This belief holds that it is wise to just hold off until next Holiday Season.
Generally this is not recommended, especially if you are a small business. In fact, some of my clients actually start experiencing the "holiday rush" into their local small business storefronts only two weeks before Christmas! The recommendation is to reach out to McNair Media for a free consultation to see what is the best steps moving forward to marketing your business online.