New Mario Bros Release Gone Wrong

Something really wierd happened, I went into a local games shop and saw New Super Mario Bros. there, with the words New Release next to it, for £34.99 (For non-UKers, that's a bit expensive).

I went to another shop, Woolworths later, in another town to find it cheaper, it wasn't there and, when I asked about they said it still has a month till it comes out! I couldn't go back to the games shop, so I checked on Amazon, yet again, instead of Buy Now! it was Preorder Now!

What's happening?

I'm pretty certain they had the game, they had the box, looking very "official" with the correct art etc.

where do u live? its released in the US and its like $30

It's out June 30th if remember correctly, shouldn't be £35 though(£30 like normal brand-new DS games), I too seen the boxes of the game in one game shop (GAME) but was for pre-order only, can't remember price it gave. Maybe the game you saw was imported if was for general sale.