Yeah, trying to use traditional sense to describe anything happening in 2020/2021 is the wrong approach. My last employer has had a target on it's head for years. They got out of chapter 4 a decade ago and never bounced back. They've done nothing to change their business besides sit back and pray that the locals will keep supporting their bullshit.

2020 was their best year. Ever. It was everyones. Grocery stores across the country were up 200%+ compared to the year prior and the only difference was that a virus was ravaging the community.

From my stance and everything that I have seen, I would say that a 37% jump in sales can be interpreted as being rather low. His competitors are doing better.