For gods sake think very carefully before you release at the end of july.
Distributers will egg you on as they want any cash flow they can get going through their books this time of year, but sales are dead, and you have missed the Jocks record bag collection period for the summer, so this release may just fly under the radar alltogether.
I`d go for end of august or even september, when people have a little more money, and trade picks up.