The big day is here. But nearly all 39 AT&T stores within proximity of Times Square in Manhattan were either closed for Easter Sunday or did not answer phone calls. The few that were open did not have the handset in stock.

When AT&T stores within five miles of Times Square were contacted around noon, 18 of them played an automated message saying they were closed for Easter. Nineteen stores that were authorized AT&T resellers did not answer the phone, and two AT&T resellers that were open said they did not have the Lumia 900 yet.

The stores that played the automated voice message also played a short advertisement for the iPhone 4S and made no mention of the Lumia 900. “Visit our store to see the exciting iPhone 4S and how only AT&T’s network lets your iPhone 4S download three times faster,” a female voice said.

It’s odd that such a highly anticipated phone is so difficult to purchase in a store on its release date, at least in New York. Analysts and tech followers view the Lumia 900, priced at $100, as the make-it-or-break-it device for Microsoft and Nokia, two tech giants who are struggling to gain a foothold in the smartphone market.