Taylor Swift fans were quick to reciprocate the feelings of love on the singer’s new studio album, Lover, propelling the project to the highest sales week of 2019—after just one day on sale.
The pop star’s seventh studio album sold roughly 450,000 copies in its first day of release on Friday, Billboardreports. That figure easily eclipses the previous best sales week of 2019, scored by the Jonas Brothers, whose Happiness Begins moved 357,000 copies. It’s also the best sales week since Swift’s own Reputation stormed the Billboard 200 with over 1.2 million copies in December 2017.
A large portion of Swift’s robust first-day sales came from preorders. Target offered four special versions of the album containing an exclusive set of Swift’s journal entries, handwritten lyrics and photos. The retailer even offered a rebate to anyone who purchased all four versions of the album at once. The “ME!” singer also offers several different merchandise/album bundles on her website, pairing a copy of Lover with water bottles, hoodies, tote bags and hats.
These marketing efforts could propel Lover to roughly 550,000 copies sold in the U.S. in its first week, according to industry forecasters cited by Billboard. Factor in the boost from streaming services, and Lover could end its debut week with more than 700,000 equivalent album units. (This is the first time Swift has made her album available for streaming on the day of its release.) That would give Swift the biggest overall debut week of 2019, which also currently belongs to the Jonas Brothers’ Happiness Begins, which moved 414,000 equivalent album units in its bow.
Swift is currently eyeing her sixth consecutive No. 1 album on the Billboard 200. While Lover may not eclipse 1 million units in its first week like her four previous albums—Reputation, 1989, Red and Speak Now—it is still an unprecedented success, especially for an artist who rose to superstardom in the pre-streaming era.