For over a month, we’ve been ambushed by Target’s back-to-school TV spots and shocked out of our summer high by CVS aisles stocked with school supplies. The entire season–which should be devoted to fun in the sun–has been robbed by the constant media reminder that fall is around the corner. What gives? We’re all used to seeing the back-to-school ads earlier than we’d like, but this year it seems retailers got extra aggressive. Walmart, Apple, and others had already kicked off their back-to-school campaigns by the first week in July.

But the marketing push shouldn’t be too surprising. Before Christmas rolls around, retailers have back-to-school. Back-to-school spending accounts for $84 billion in sales making it a major money-making season, reports Ad Age. To make sure they bring in the big bucks, retailers start marketing long before labor day.”In seven and a half years, I’ve never once seen so much emphasis put on back-to-school before July 4,” said National Retail Federation spokeswoman Kathy Grannis to AdAge.

But why were campaigns extra early this year?

The recession-era conscious consumer is more likely to stock up on supplies, speculates the NRF. And since more people are on a budget, the market is much more competitive, making it even more important to win over consumers early. Retailers are racing to be the first to engage that valued customer and be his or her choice back-to-school brand by the time they hit stores.

To achieve that coveted consumer engagement, more brands are recognizing the power of social media and launching back-to-school Twitter campaigns. On its blog, Twitter offered tips to brands looking to win more fans this fall. Twitter agrees that when it comes to back-to-school marketing, retailers should start sooner rather than later. Build followers now so you have an engaged audience already present once the back-to-school shopping season really gears up. Plus by starting back-to-school conversations early, consumers will pencil in your products on their shopping lists and be sure to buy come September.

Twitter also advised using Promoted Tweets to share exclusive offers and discounts. Another tip was to tweet shopping lists to make it easier for last-minute shoppers and bring some method to the back-to-school madness. Delivering this kind of value on Twitter will engage your following and drive purchases.

Back-to-school buzz will dominate all media channels for the next few weeks. After a lengthy back-to-school marketing season, we will all be glad for a break. Next year, let’s hope retailers hold off until June before reminding us the sweet summer season will be over before we know it.

Back-to-school season or not, reaching consumers is crucial to your brand’s success. Learn how BostInno Channels can connect you to Boston’s smartest, savviest, fastest-growing audience.