Three days after the 2008 Nationwide Mercury Prize was announced, retail is reporting a big spike in sales for Elbow's winning album, "The Seldom Seen Kid" (Fiction/Polydor).

The album, the alternative act's fourth, is heading for a place in the top 10 of the U.K. albums chart this Sunday, after being No. 61 last week, and a spokesperson for market-leading retailer HMV says it has seen a noticeable increase in sales since the Sept. 9 ceremony.

"We've seen a fourfold increase in Elbow's 'The Seldom Seen Kid' since they won on Tuesday and catalog sales are up too," said the spokesman. "With the weekend sales to come, they're set to be one of the biggest ever beneficiaries of the prize."

Online retail experienced a more instant sales pickup, with Amazon.co.uk reporting a 260% increase in sales of the album on the night of the ceremony.