Thursday, August 9, 2012 | Edited by Daniel Moores
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Back-to-School Promotions Aren't Limited to School Supplies

This stuff's sure not on the list the teacher sent out.

But it's hardly stopping savvy marketers -- whose products have absolutely nothing to do with school -- from latching on to the back-to-school mantra.

Next to Christmas and its all-important Black Friday, back-to-school is the second-biggest spending event of the year, the National Retail Federation says. It expects $83.8 billion to be spent this season. And retailers from flower-delivery services to skateboard distributors are leaping into the fray.

No product is off-limits, marketing guru Thomas Hine says. "Skateboards is pushing it, obviously. But pushing it is not unknown to retailers," says Hine, author of I Want That! How We All Became Shoppers.

Among the items that are stretching the meaning of "back-to-school" sales way beyond pencils, paper and clothes:

• Skateboards. AWH Skateboard Distribution offers discounts on bulk orders of skateboards and components. During back-to-school season, parents put their kids' needs first, manager Tony Aimone says, and often think, "I'll skip buying golf clubs, but I'll still buy little Junior a skateboard."

• Flower delivery. ProFlowers tries to have an offer for every holiday it can, even back-to-school, when kids can get 15% off on flowers for their teachers, spokeswoman Jen Carroll says.

• Cars. Ourisman Toyota in Chantilly, Va., has a back-to-school clearance event on vehicles such as the Sienna and Highlander that are geared toward families.

• Tans. A big part of the excitement of back-to-school is about seeing your friends again, and the best way to do that is with a great new tan, says James Oliver, CEO of Beach Bum Tanning. "Going into your first class, you want to look the best you can," he says.

• Speakers. World Wide Stereo managing director Bill Hettinger insists that his back-to-school sale on headphones and speakers isn't aimed at young rock fans but at students who want top-quality audio to complement online lectures.

• Massages. Nirvana Organic Spa offers discounts for teachers and parents. Teachers account for up to 20% of the business, spa consultant Cyndi Stockton says: "I'm a mom myself, and sometimes you need a massage to get through it all."

(Source: USA Today, 08/06/12)

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