Waterstones: "School Starts Here"

This was the title of a mailer I received today from Waterstones, advertising their education books. Well, this is a cruel and borderline sadistic statement if there is one. And isn't it a bit early? British children have their holidays starting very late, around the last week of July and now they already have advertisement and marketing telling them they will be back to school soon. I often mentioned on this blog that even now as an adult, I have the same feeling of dread in August. I look at the shop windows in a sort of morbid excitement, wondering which one will start it. Well, this time it was an email. The medium changed, but the feeling is the same.