You know the holiday season is approaching when companies are stumbling over each other to announce price cuts on electronic devices. With the Kindle having so much success and a new Nook just around the corner from Barnes and Noble, Borders is turning to price cuts and free goodies to keep their devices on shopper's wishlists.

For the next week, ordering an eReader from Borders will come with free shipping. The $299 Velocity Micro Cruz tablet comes with a $25 gift card, $30 has been cut from the Micro Cruz Reader (now $169.99) and the Kobo (now $129.99), and purchasing any Sony eReader will score you a free Sony Reader cover with built in light. Borders is also offering 20% off all accessories with any new e-reader purchase. Our guess is this is only the beginning of the price slashing wars, so keep your eyes peeled for more deals to come.