Jeff Cole is an inventory associate at the South Carolina Bookstore and he said the excitement level is through the roof.
"With us getting all the new merchandise in every day it's just been really really great," said Cole. "I've seen other stores getting certain things, but then we'll get something that no one else carries and that's when it gets exciting."
There is no question that excitement is at an all time high, but what happens when the inventory cannot keep up with the madness?
Barefoot Campus Outfitters is a new Gamecock clothing store that opened in August of 2016. Manager Lindsay Hammer says their business has gotten crazy and it can be challenging at times to keep up with the consumers.
"Now we're having a little bit of a hard time," said Hammer, "we're almost out of our basketball shirts, we're re-ordering them and will get them in later this week."
Whether it is the long standing stores or the new kids on the block, everyone in Columbia is feeling the madness in March.