While big-time sales were already expected, Lover reportedly brought in a release day haul of $2 million, which means it has already snagged more money in its first day than any other 2019 album has generated in its first week. Nielsen Music says that the album is the highest-selling record of the year, surpassing A Star Is Born's soundtrack.
Now that we're about 48 hours removed from Lover's release, it's also become official that Swift's newest offering has already had the biggest sales week since her last one: 2017's Reputation.
Swift's sales have been aided by Target releasing Lover in four separate mixtapes. Prior to that, the pop megastar partnered up with Amazon to advertise its release on the global mega-retailer's boxes. Swift began the hype in February by leaving clues to her fans to try and guess the name of the album, while later putting on a listening party campaign to get diehard superfans to generate buzz for its release to their social media followers.