(ABC News) -- All across America little graduates of all ages have their eye on summer break. While students should be enjoying summer time activities, retailers have them in the stores shopping with their parents.
School supplies are already on the shelves - they are even on sale at some retailers where the back-to-school season began June 10.
"Very early for school shopping. They have them in stores already and we're not ready for that yet," parent Linda Rathke said.
Toys-R-Us is even getting in on the early start, touting the companies biggest "ever" backpack sale.
Experts like Burt Flickinger said get used to it. After a sales slump in April and May, retailers are going after back-to-school shoppers earlier than ever.
"If retailers don't make it this summer, they're out of business the next year or following year," Flickinger said.
With national incomes down 7 percent and consumers spending less, the question is why?
"Retailers going after it because people will spend for children where won't spend for themselves," Flickinger said.