UK supermarket Tesco has cut the price of 3DS down to an eye-watering £175 ahead of the handheld's European launch tonight.
As noted by MCV, it beats the previous best price of £187 from Amazon, and is about £55 from the initially suggested £225.
Electronics retailer Currys has also cut the price of the device below £180, going as far as £179. The price only applies to the first 150 customers who queue at the chain's Oxford Street store and the Black store in Birmingham, according to TechRadar.
Those who do line-up will also get a £75 voucher book, a £5 discount on selected 3DS games, £15 off Wii Fit and £20 off buying a Wii.
3DS launches from midnight tonight in Europe and goes on sale in the US on Sunday. Expect a full report from the main London launch party and launch afterwards.