In an effort to entice more shoppers looking for Christmas goodies, Wal-Mart reduced prices on 100 toys by 20 to 30 percent.

The move is a second marketing attempt to encourage shopping during the recession. Earlier this year, Wal-Mart dropped prices on 100 toys to $10.

The latest rollbacks include popular licensed toys, interactive toys and games.

In what’s shaping up to be the battle of the big box stores, Target Corp. also dropped prices up to 50 percent on some of its popular toys, such as Barbie and G.I. Joe. Wal-Mart said it plans to cut prices each week leading up to Christmas.

But the price cuts are not done at the last minute. Instead, retailers plan the cuts well in advance. However, some analysts believe the cuts could backfire as shoppers come to expect lower prices.