The place is hopping. There are zillions of kids around, many of them in costumes and carrying wands and stuffed wizardy creatures. Actually, there are quite a few adults in costume too, now that I look around.
They've been having a trivia contest and there's a drawing and the movie music is playing nonstop and earlier the kids were playing some other kind of game. If they could figure out how to do it, I'm certain there would be a Quidditch game in the parking lot. (Hmm, I'm surprised nobody has invented a land-based version of it yet.)
I have mixed emotions about this. At one level, I can't believe that anything is worth this much hype, and I know the book is unlikely to live up to expectations. On the other hand, when I look around the store I see a hundred kids who are going to step away from the television, put down the Playstation controlller, and read a fucking book.