The ROI suggests that, when you analyze your results, you will quickly eliminate reasons #1 and #2. Consider: 1. 'More customers?' That's a stretch. We know of few places experiencing growth in population. Plus, with the proliferation of online shopping, while your customers don't need to be geographically close, they also have many more choices when they are ready to buy. In short, your competition is growing faster than the market of customers. 2. 'Higher prices?' Just not in the cards these days. This is not an environment where margins are increasing. Inflation currently is not a major factor. Plus, not only are retailers expanding online, so are many vendors, so price pressures continue to be downward. So, what IS driving these sales increases? Here's what we believe. But check out your own numbers; we think you'll agree. #3. More Items-per-Transaction (IPTs) Shoppers are feeling more confident And they have a decided case of 'frugal fatigue.' Enough already, they're saying. There are things we have not bought for a very long time. Wherever they are shopping, customers are giving themselves permission to buy more , or to replace ('Finally!') those things they've had for several seasons. Here is the really good news for retailers: Items-per-transaction are a 'controllable variable!' Those are shopper behaviors that you can focus on, and increase even more! Your sales staff can focus on add-on sales , to increase the items-per-transaction. Your buyers can bring in more 'impulse items' and more complementary products that lend themselves to add-on sales. Of course, be grateful for sales increases. Who wouldn't be? But by recognizing 'WHY?' sales are increasing, you can make them even better. A little homework by you right now may pay great dividends during the year.