Last summer, retailers raised eyebrows by rolling out back-to-school sales in early July, within a week or two of when kids escaped the clutches of teachers, principals, and algebra homework. “In seven and a half years, I’ve never once seen so much emphasis put on back-to-school before July 4,” National Retail Federation spokeswoman Kathy Grannis told AdAge at the time. Fast-forward to June 2014, and retailers are at it again, pushing back-to-school sales earlier than ever. Consumers are getting the message that the time to purchase gear for the upcoming school year is before the current school year has ended. Like, now. J.C. Penney began promoting back-to-school sales last weekend, according to Consumerist. Walmart already has a back-to-school web page for student fashions, backpacks, and other school gear, as well as another page devoted to back-to-college apparel and tech. Target just introduced a college registry program, so that students can try to get other people to buy them stuff. Apple’s back-to-school promotional deals are expected to be announced any day now. And Lands’ End? It started zapping customers with e-mails a couple of weeks ago, pushing the idea that early June is a fine time to buy school uniforms that kids won’t wear until around Labor Day. It’s totally understandable why retailers try to move back-to-school shopping earlier and earlier each year. Families generally have finite resources they can allocate to back-to-school fashion and paraphernalia, and once the pencils, protractors, glue sticks, notebooks, and a few new outfits are purchased, their back-to-school expenditures are done (in theory). Retailers want to beat the competition to the punch, before the family’s back-to-school budget is depleted. “Retailers are going to do what they can to try to get consumers into the stores to shop, but the fact of the matter is they might not have much luck,” Britt Beemer, chairman of America’s Research Group, explained to CNBC. “There aren’t any parents that I can find who have even thought of back-to-school shopping, because for most kids, they haven’t even gotten out of school yet.” Still, even if shoppers don’t actually buy back-to-school stuff in June, the enticements may get them thinking about their needs for the upcoming school year. Panic sets in for a lot of overwhelmed parents, and they’re more apt to want to cross all of their children’s back-to-school items off their list as soon as possible. How can you relax on a summer vacation when you know there will be dorm rooms to decorate and Number 2 pencils that need to be purchased? What’s more, early-season promotional efforts are limited mostly to the digital world. It’s much cheaper and easier for a retailer to send out an e-mail blast or put up a back-to-school web page than it is to rearrange shelves and create promotional sections inside thousands of stores. That’ll happen soon enough, of course, during the especially puzzling period when you’re likely to encounter Fourth of July, back to school, Christmas in July, and plain old summer sales in your local megamart, perhaps mixed in with the odd early Halloween aisle. Of course, retailers risk some customer backlash by taking the expansion of shopping seasons too far. So-called “Christmas creep,” the phenomenon in which the Christmas shopping season kicks off in September and Christmas ads air within a few days of Labor Day weekend, has caused many an observer to groan in exasperation. When the calendar says one thing and retailers are telling consumers something very different via sales and promotions, the result can be jarring, even off-putting. Yet retailers assume shoppers have short memories, and they hope that whatever bad feelings a too-early sale produces are outweighed by deals that are just too good to pass up.