Midwest retailer Meijer is welcoming an estimated 40,000 incoming college freshmen as they headed to campus for the fall semester during its widely-poplar shopping parties dubbed ‘Meijer Mania.’

The annual back-to-college events celebrate incoming students during a night of fun — complete with a DJ, photo booth and interactive contests — while helping them college their last-minute dorm and classroom essentials. The retailer hosts 22 events and 20 colleges across the Midwest through early September.

“Our Meijer Mania events provide new students the opportunity to shop for their first living spaces away from home and share a fun-filled bonding experience with classmates,” says Cathy Cooper, senior director of promotions and sponsorships at Meijer. “We are pleased to partner with so many colleges and universities to help ease the transition of moving into a new living environment for these students.”

Meijer began throwing in-store parties for incoming college freshmen more than 10 years ago to give students a chance to get to know their peers in a fun atmosphere, and introduce the Meijer brand to those who may not have grown up shopping at the Midwest supercenter – some of whom may learn how to pronounce the retailer’s name for the first time, Cooper said.