Video cards have been tough to find recently, and even if you could find one in stock, it was probably selling for two to three times its normal price. This has been due to a surge in cryptocurrency mining and video cards' efficiency at performing the task. It has also created a strange excitement for when a video card is available for close to MSRP; even then, stock would run dry rather quickly. However, Nvidia is making a push to let PC players know that GPUs are out there, "with great availability across retailers at prices gamers can afford."
Of course, you should note that stock can run out at any minute, so if you've been eyeing a GTX 10-series card for a while, you might want to take that into consideration. An email notifying us that GeForce GPUs are back in stock included links to retailers offering specific cards--like the GTX 1080, GTX 1070 Ti, GTX 1070, and GTX 1060--at a reasonable price, which you can see below (all prices are listed in USD).
NeweggEVGA, Gigabyte, Zotac, Asus, and MSI GTX 1080 models - $550 to $590EVGA, Gigabyte, Zotac, Asus, and MSI GTX 1070 Ti models - $500 to $530EVGA GTX 1070 SC - $450 (with $20 mail-in rebate)Gigabyte GTX 1070 Mini - $450 (with $20 mail-in rebate)EVGA GTX 1060 6GB SC - $300ASUS GTX 1060 6GB - $300 (with $20 mail-in rebate)MSI GTX 1060 6GB - $300 (with $20 mail-in rebate)ASUS GTX 1060 3GB Phoenix -$230EVGA GTX 1060 3GB - $230B&H Photo VideoZotac GTX 1080 Mini - $550EVGA GTX 1080 SC - $550 (with $20 mail-in rebate)Zotac GTX 1070 Ti Mini - $500EVGA GTX 1070 Ti SC- $500EVGA GTX 1070 SC - $450 (with $20 mail-in rebate)Zotac GTX 1060 6GB AMP - $300ASUS GTX 1060 6GB Phoenix - $300 (with $20 mail-in rebate)AmazonZotac GTX 1080 Mini - $550Zotac GTX 1070 Ti Mini - $500EVGA GTX 1060 3GB - $230Best BuyNvidia Founder's Edition GTX 1080 - $550Nvidia Founder's Edition GTX 1070 - $400EVGA GTX 1060 6GB SC - $320EVGAEVGA GTX 1070 Ti SC - $500EVGA GTX 1060 3GB - $230
Info from Gamespot.com