Taylor Swift’s ‘Lover’ Headed For #1 With 2019’s Biggest First-Week Sales

Mike Wass | August 26, 2019 12:20 pm
Taylor Swift & Brendon Urie's 'ME!'
Taylor joins forces with Brendon Urie for a feel-good bop called 'ME!'

As expected, Taylor Swift’s Lover is headed straight for number one on the Billboard 200. That was a forgone conclusion, but the question on everyone’s lips is, “How much will it sell?” Hits Daily Double has (a rough estimation of) the answer. According to the industry website, Lover is predicted to sell between 650,000 and 700,000 copies. When you factor in streaming and individual track sales, that number inflates to a very healthy 775,000 to 850,000 — easily eclipsing Jonas Brothers’ Happiness Begins (414,000 total units) as the year’s best.

If that prediction is correct, however, Taylor’s four-album streak of million-selling debuts will come to an end. To put things into perspective, 2017’s Reputation sold 1.22 million copies in its first week. What accounts for the dip? I suspect it’s largely due to the market place (the album, as a format, is now on life support) and the fact that the singles haven’t really cut through in the way that “Shake It Off” or “Blank Space” did. Reviews are stellar and fans are eating this era up, so expect Lover to have serious legs.

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