The long anticipated Nintendo Switch 2 gaming console launches on Thursday, and retailers are playing it up like Black Friday. Best Buy and Gamestop will open most store locations at 11 p.m. on Wednesday so customers who placed preorders don’t have to wait the night. Target is turning the launch into a multi-day event with in-store celebrations and giveaways.

Why the fuss? It’s been eight years since the Nintendo Switch debuted, selling more than 152 million units worldwide as of March 31, 2025. When preorders for the Switch 2 went live in April, they sold out quickly—in just two hours, Target reported. And that’s with a higher price point than many in the gaming industry anticipated, of $450 for the console and $80 to $90 per game.

The Switch was an instant hit when it launched in 2017 due to its innovation as both a handheld device and a home-console. Previously, there wasn’t a decent game system that did both. It also helps that its game library includes smash hits like Mario Kart 8 Deluxe, The Legend of Zelda: Breath of the Wild, and Pokemon Scarlet and Violet. Nintendo has also marketed effectively to families and indie game makers and players, writes Make of Use, an online tech publication.

A larger screen, improved hardware that enables smoother play, redesigned “Joy-con” controllers that double as a controller and a mouse are some of the major upgrades with the Switch 2.

Target partnered with Nintendo on an exclusive collection of character-inspired products to support the launch—stainless steel tumblers, apparel, toys, and collectibles starting at $20. The merchandise will be featured within a Nintendo “experience” in the electronics sections of select Target stores starting Wednesday.

“We’re turning our stores into a celebration of play,” Target’s senior vice president of merchandising Cassandra Jones said in a statement.

Best Buy is also intent on helping customers “level up their gaming experience,” chief merchandising officer Patrick McGinnis said in a statement.

“There are some moments gamers don’t forget, and one of those is the excitement and anticipation that comes with being one of the first to get the hot new console on launch night,” McGinnis said.

Check Best Buy’s website for the full list of stores where customers can pick up their preorders on Wednesday night.

Gamestop is encouraging customers to trade in their current console for credit towards the new one. The retailer’s launch event kicks off Wednesday, with pickups starting at 11 p.m CST.