UK retailer GAME said today that customers who place new Xbox One orders will receive their consoles in time for Christmas.
Xbox One launched in 13 markets today and GAME held midnight openings at more than 300 UK stores.
GAME chief digital officer Ian Chambers said: "We've seen record pre-order numbers for the new generation consoles and looking at the initial response it's clear that sales will easily surpass that delivered at the Xbox 360 launch.
"There is still huge demand and if you pre-order now we can still get your Xbox One to you in time for Christmas, so don't miss out."
Amazon UK said last week that Xbox One orders placed from November 13 may not be delivered before Christmas.
Microsoft corporate vice president Phil Harrison said on Thursday that the company is doing its utmost to meet Xbox One demand over the Christmas period.
"I can only apologise in advance to anybody who is let down before Christmas, we don't want to lose a sale, clearly, and we'll work hard in our operations and our manufacturing supply chain and obviously with our retail partners to make sure we catch up as quickly as we can."
Harrison added: "We do have more stock coming in we believe before Christmas that retailers will be able to allocate in free supply and then it's just up to demand as to how quickly that disappears."
While he wouldn't divulge any specific sales targets, Harrison also said Xbox One's launch will be a "significantly bigger" than 360's. "The pre-orders have been unprecedented, and the supply that we are bringing in to the market in addition to the pre-orders will mean that by far and away it's our biggest launch ever."