"Back to School"? What?

I have seen this last weekend at the local Mountain Warehouse. A discount for a child's coat, half price, yadda, yadda, yadda. The excuse for the 50% discount? Well, you guessed it. The school holidays have barely started here, it's early August, there is still a month to go. I know, I see it every year, in one shop or another. And it always gives me the blues to read somewhere "Back to School". It's as if a part of me never grew up.