Even back-to-school shopping is not what it once was.

U.S. students may still go back to school around the same general time each year, but the timing of BTS shopping has changed in recent years, becoming less consistent and less predictable. That’s according to the Back-to-School report from The NPD Group, which finds that BTS shopping is starting earlier and lasting longer.

While two-thirds of consumers plan to start their back-to-school shopping the same time as last year, 28% said they planned to start earlier, NPD found. Although August claimed the largest share of the 2016 BTS shopping period, 58% of consumers started their shopping before August, and nearly a third completed their shopping before August. And some deferred at least part of there their shopping. A third of 2016 BTS shoppers didn’t finish until September or later, with some making final purchases well into the school year.

“The scope of the back-to-school shopping season has expanded due to the endless shopping opportunities, both…