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The 90 minutes after sunrise and 90 minutes before sunset are what photographers like to call Golden Hour. This is when the light is most flattering.
Folks don't usually know what they're doing three or four weeks from now. They do know, however, what they're doing in about a week or two. If you schedule too far out, your invitation may get lost in the shuffle.
Folks usually have their Friday and Saturday nights planned out several weeks, sometimes months, in advance. This is especially true if they have kids. But they usually don't have things planned for weeknights, unless it's something like choir practice on Wednesday nights or some other weekly commitment.