Taylor Swift - Lover Video | Taylor Swift/UMG
Another day, another sales projection upgrade for Taylor Swift’s “Lover.”
According to Hits Daily Double, the album is now expected to sell 700-750K pure US copies during the August 23-29 tracking period. With units from track sales and streams included, it may generate 850-900K US copies.
Projections have consistently been rising for the album. The initial prediction called for 600-675K pure sales and 750-825K total units. Updated Monday projections called for 650-700K in sales and 775-850K in consumption.
“Lover” is already the year’s #1 album in pure US sales. It is a lock to debut at #1 on this week’s album sales and consumption charts.