The new PlayStation VR headset comes out on Oct. 13, a Thursday.
And Best Buy thinks people will be excited enough that they'll be opening stores at 11 p.m. the night before in Minnesota to sell them.
The retailer says all of its 350 stores will start selling the PlayStation VR headset just after midnight Eastern Standard Time – meaning that's 11:01 p.m. CST, 10:01 p.m. Mountain time, and 9:01 p.m. on the West Coast.
Best Buy has been demo-ing the newest entry into the virtual reality market at some of its stores since the summer.
On Oct. 13, when it launches, Best Buy will have a "limited" quantity available for purchase.
What do I need to use it?
The PlayStation VR headset will be $399 ... but that's just for the basic headset. No games, and none of the accessories you need (or might want).
Then there are games, and you can buy special controllers that let you manipulate the VR world.
Sony was selling a bundle that included the two special controllers, plus a game and the PlayStation Camera, for $499.
For PlayStation, there's a gaming opportunity. Sony says it will have 50 VR-enabled games available at launch. That includes some big titles, including a Batman game and the newest in the "Resident Evil" series.
How is it different from other VR?
PlayStation VR is basically the most recent entry in what's quickly becoming a crowded virtual reality headset market.
The cheapest option is the $99 Gear VR – but it requires you to have a newer-model phone to operate.
The PlayStation headset is (on its own at least) the cheapest of those three options, and CNET says it might end up being "the most accessible high-end VR hardware of all."
Tech Radar did an early impressions review of the product, saying it's one of the most comfortable headsets around, and said the visuals work pretty well.
Wareable noted the screens don't have quite as high a resolution (960x1080 for each eye) as the HTC Vive (1080 x 1200), "but it's still impressive."