NEW YORK, July 10 Reuters While American children may wish summer vacation would never end, retailers want backtoschool season to start earlier than ever preferably now and are timing promotions ahead of Amazon39;s AMZN.O, opens new tab Prime Day.

With deals on sneakers, computers, kids39; clothing and backpacks, Walmart WMT.N, opens new tab, Target TGT.N, opens new tab and Shein hope to entice parents to start backtoschool shopping and capture dollars that might otherwise go to Amazon, which holds Prime Day on July 16 and 17.

Although in many communities school does not resume until late August or September, the campaigns are launching this week and next, on average two days earlier than in prior years.

Retailers are looking to grow market share, said Brian Jacobsen, chief economist at Annex Wealth Management. It39;s not good enough to have bigger discounts. You need them earlier than your rivals.

Target launched a weeklong event on Sunday, two days earlier than last year, offering 30 off on school uniforms and backpacks, including from its inhouse brand Cat Jack. Walmart is holding its largest deals event ever from Tuesday to Thursday, also two days earlier than last year.

Shein is holding a sevenweek backtoschool sale starting July 15, two days ahead of its sale last year and a day ahead of Amazon Prime Day. Bytedance39;s TikTok Shop is running a deals event from Tuesday to July 17.

Brian McCarthy, a retail strategy consultant at Deloitte Consulting, said the…