When it comes to your marketing efforts it's important to communicate with your customers on an on-going basis, and not solely during peak shopping times.
There are a few reasons for this:
1- During peak times you have to work twice as hard for your share of voice. Expect to put in more effort and more money to see results.
2- Investing time into your social advertising means you've tested a variety of copy and imagery to fine tune your approach. Knowing what works and what doesn't will save you time and money, while expanding reach to your desired customer base.
3- It's not to say that short-term and fixed-length campaigns don't have their place. However, it's important to couple them with ongoing campaigns to ensure a continual source of revenue and keep your brand top of mind.
When you setup ongoing campaigns, you're Investing in the future of your brand and it's continued success.