Chart Beat

Taylor Swift's 'Lover' Sales Near 575,000 in U.S. After Three Days on Sale

Taylor Swift
Valheria Rocha

Taylor Swift

Taylor Swift’s Lover continues to do brisk business, as sales of the album approached 575,000 copies sold in the U.S. through Sunday (Aug. 25), according to initial sales reports to Nielsen Music. The album was released on Friday (Aug. 23), so it’s powered through nearly 575,000 in just three days.

Lover already has the biggest sales week for any album since Swift’s own reputation sold 1.216 million copies in its first week and debuted at No. 1 on the Dec. 2, 2017-dated Billboard 200 chart.

It was reported earlier that through Lover’s second day of release, its sales neared 500,000, thus making it 2019’s top-selling album after just 48 hours (breezing past Lady Gaga and Bradley Cooper’s A Star Is Born soundtrack, with 444,000 copies sold in 2019 through Aug. 22). Further, on Lover’s first day of release (which included robust pre-order sales), it tallied the biggest sales week of 2019 for an album, having sold around 450,000 copies. (It beat the opening frame of Jonas BrothersHappiness Begins, which launched with 357,000 copies sold in the week ending June 13.)

For the full tracking week ending Aug. 29, industry sources now suggest Lover could sell — on the low end of forecasts — around 630,000, and, if the album continues to perform strongly, over 650,000. (That's up from a forecast of 550,000 made on Saturday, Aug. 24.)

Lover’s first-week sales are aided by the set’s release in four collectible deluxe editions at Target, as well as dozens of merchandise/album bundles sold through Swift’s official website.

In terms of equivalent album units earned, those in the know project the album may start with over 750,000 units earned in the U.S. in the week ending Aug. 29 — up from a forecast of 700,000. Equivalent album units comprise traditional album sales, track equivalent album (TEA) units and streaming equivalent album (SEA) units. Equivalent album units are used to rank the most popular albums of the week, as reflected on the Billboard 200 albums chart.

It’s expected that Lover will bow at No. 1 on the Sept. 7-dated Billboard 200 chart, securing Swift her sixth No. 1 album.