Barnes & Noble said today it will begin shipping its Nookcolor ahead of schedule to people who pre-ordered the device.

The Nookcolor will begin arriving today and through the week to people who pre-ordered the device online and at Barnes & Noble stores. The e-reader will also start arriving at Barnes & Noble, Best Buy, Walmart and Books-A-Million in “very limited quantities” this week and will include in-store demonstrations.

The Nookcolor retails for $249 and features a 7-inch color touch-screen and offers digital books, magazines, newspapers and children’s books.

Barnes & Noble says the e-reader has become its bestselling product and that the pre-order volume is significantly beyond the company’s expectations.

“Nookcolor is the device for people who love to read everything: books, newspapers, magazines, children’s books and more,”said William Lynch, CEO of Barnes & Noble. 

“Beyond being the most full featured reading product on the market, it also offers the versatility of a tablet, enabling wireless web browsing and streaming music. At $249, it represents tremendous value.”