So, Nintendo has just tweeted about some issues with the Nintendo eShop.
Seems it's buckling under the load of Golden Week, akin to the load caused by Pokémon Bank.
http://www.nintendo.co.jp/netinfo/en_GB/index.html
They added a note saying that these are the error codes you will get: 「007-2916」「007-2913」「009-2916」 「009-2913」
and that if you get them, you should try again later.
This makes sense since, earlier today, the new 3DS promotion in Japan begun where if you got a new 3DS XL, you got a download code for either Youkai Watch or Animal Crossing.