The time the sale starts will probably be posted closer to when it will happen on the BE site. They normally post in Greenwich Mean Time (GMT) so you'll have to find a time zone converter to help. I believe United States Eastern Time is GMT -5, but I'm not positive.
RaeBelle is right, US Eastern is GMT-5 according to
http://www.timezoneconverter.com/cgi-bin/world.time.tzc