UK shops are reporting a sharp increase in 3DS sales.
Sources on the High Street have told MCV that the Metallic Red edition is all but sold out, with other colours also in short supply.
It follows a surge in popularity for the machine, driven by two new Mario games and a price cut.
Super Mario 3D Land and Mario Kart 7 are both now available – the latter debuted at No.8 in this week's Chart-Track Top 40. Both games have been supported by a significant marketing drive, with TV ads appearing around prime time TV shows.
"We have high expectations for the final few weeks before Christmas," said GAME Group's category manager for Nintendo Iain Johnson.