Based on figures for the U.K;
I was sent that promotional press release as well a couple of days ago. It's pure fingers in the air stuff.
Having said that, sales probably are down due to a whole myriad of factors such as stadiums closed, financial aspect to it all, probably supply and the fact its not quite as good!
Also its quite impossible to compare sales when we're in the middle of September yet some kits have been out for a couple of weeks when they'd normally be out for three months.
Basically a company is trying to drum up interest in their app, released these 'figures' as a press releases and the Echo will print anything to get a few clicks. That's the top and bottom of it.