NEW YORK (MarketWatch) -- Last year, backpacks for the back-to-school campaign at Staples Inc. were about brand names, styles and color. This year, the push is on price, including a buy-one-backpack offer that returns you the same amount in Staples rewards points for future purchases. As the recession and unemployment pummel consumer spending, retailers are tooting the price horn more aggressively than ever to win sales in the industry's second-biggest selling season. http://www.marketwatch.com/story/stores-trim-prices-to-win-back-to-school-shoppers-2009-07-30 Since when does cutting prices help profit margins ?