I received an email from Origin Store today with the subject "Battlefield 3 pre-load details coming soon!"

Dear Customer,

Thank you for pre-ordering Battlefield 3.  We would like to remind you
that your pre-load of the game begins tomorrow, October 21st.  You will
receive an Email from us tomorrow by 11:59pm PDT, which will include
your order information and instructions on how to begin your pre-load.

Sincerely,
The Origin Team