I had no plans of trying to win last year. However when I had it to the floppy stage, I was told them at my local quilt shop, and they encouraged me to get it done and bring it in, as they had not heard from anyone else locally that was doing it (small rural town). So I did.
I think the deadline for turning in a quilt is October 31st. They are suppose to post winning quilts on the facebook page, but I know from experience it does not always happen. Last year there were 15 shops participating in SD, and there are way less than 15 winners posted on the Facebook page. I think in more populated areas, they may get quilts turned in quickly. I know that the four stores closest to IA/MN border had winners long before I got mine done.