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 onto 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 compliment 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."