SALE PRICING ROASTS THE CHESTNUTS AT iTUNES

What do the Top 10 titles at iTunes—and most of the Top 20—have in common? Sale pricing. With the exception of Bad Bunny's just-released chart-topper, every set in the Top 10 is currently priced between $5.99 and $9.99, with most at the highly motivating price point of $6.99.

A Star Is Born, which slides #1-2, is followed by The Greatest Showman and the previous week's top debut, i am > i was by 21 Savage. Ariana Grande's Sweetener, Lauren Daigle's Look Up Child, Mumford & Sons' Delta, two holiday comps (The Essential NOW That's What I Call Christmas! and 21 Christmas Hits), the new Mary Poppins set and Penatonix's Christmas Is Here! also benefit from big discounts.

How big a factor are iTunes gift cards in the sales of these titles? Will streaming cannibalize the purchase of holiday-themed releases? Will Robert Mueller's sleigh fly over the White House on Christmas day? Some of these questions may be answered soon.