In time for Christmas, Barnes & Noble slashed $20 off the price of its Simple Touch E-Reader, reports a press release.

To beat competitive rates of Amazon's Kindle ($69 and $89), and now that customers are looking to buy gifts for Christmas, Barnes & Noble has announced that it has cut down the price of its Simple Touch E-Reader by $20. So now, Barnes & Noble's award-winning NOOK Simple Touch is available for purchase at just $79.

"Previously available at the low price of $99 and always without distracting ads, Nook Simple Touch is now available for only $79, making it a must-have deal this holiday season for anyone who loves to read," reads the press release

According to the press release, the device can be purchased at Barnes & Noble retail stores and hundreds of Barnes & Noble College Bookstores, online at www.nook.com and through other leading retailers offering NOOK products, including Walmart, Target and Best Buy.

"Just in time for the holidays, this new low pricing makes the critically acclaimed NOOK Simple Touch a terrific, affordable gift for anyone on the gift list," said Jamie Iannone, President of Digital Products at NOOK Media LLC. "Since its launch NOOK Simple Touch has been universally praised by the media, and at just $79, it is not only the highest-rated Reader in the under-$100 category, but also the best value. Customers can now get this award-winning device, along with NOOK's best-in-class digital reading experience at an unbeatable price."