Borders and Barnes & Nobles issued dueling press releases on Monday touting increased discounts for teachers.  B&N fired the first salvo at 8:30 a.m. ET, announcing that it was extending its in-store 20% off list price discount on books, toys, and games for teachers to online sales as well, promoting its B&N@School section of stores and its Website offering educational materials, and flogging its educational toys and games department.

Borders responded roughly 6 hours later, at 2:21 ET, announcing that it was increasing its discount on books, CDs, toys, and games for teachers from 20% off to 25% off list price, promoting its Borders Teaching Zone sections in its stores featuring educational materials, and inviting teachers to an open house on August 27th, and to Educator Appreciation Week, September 29th through October 7th, when discounts will go up to 30% off.  Borders also offers 10% discounts on DVDs to teachers. 

The back-and-forth illustrates the importance the two chains are placing on every incremental sale, and the lengths they will go to in order to get those sales.