Think about a lemonade stand
If sales go up, did more people buy a drink? Or did each drink cost more? A higher dollar total does not answer both questions.
What this source measures
The Census Bureau's retail surveys and e-commerce reports help track retail activity in the United States. They can help us compare sales across time and store groups.
Add the shopper's story
Pair sales totals with questions. Was the product in stock? Did a sale change the price? Did people buy online or in the store? These clues help explain what happened.
Make a fair comparison
Use the same time period and measure. Read whether a series is adjusted for seasonal changes. Dollar sales alone do not measure the number of items sold.
Our plain-language explanation is independent. A source link is not an endorsement. Check the source for its latest data, dates, and methods.