I've had a massive hassle this morning buying this game, tried three different stores in the town i live near and they weren't stocking it until the weekend at the earliest and they also had it marked up at £34.99 and not £29.99 like everybody else (also applies to HMV who had it in stock but had it at £34.99)
Went into a local Tesco store who do Vita stuff and they had it at £29.99 which, with conjunction with my staff discount, brought it down even more. So If you're doing trade-in stuff just go to CeX, get the cash and make your way to your local supermarket that stocks Vita stuff and get it much cheaper (and 3p cheaper than the PSN store download)
There's no wonder that Game and Gamestation are going down if they cannot even stock games on launch day and then stick a good £5 ontop of the price for no reason. Good riddance if you ask me.