Albion's new Nike kit has attracted record sales to fans on the internet and in the club store at the Amex.
The Seagulls had record advance online orders for the home and away kits and the best-ever sales in store at the Southampton friendly last week, when Sami Hyypia’s side wore the third-choice kit of orange and black.
Ben Price, the club’s head of retail, said: “The new shirts are proving especially popular and we are seeing more of our younger fans buying the Nike shirts, which is great news.
“Nike’s leisure and training wear is proving popular too and sales are showings no signs of slowing down ahead of the new season.
“At the Southampton game the total spent was a record for a pre-season match. Our total take was almost double the spend at Albion’s first-ever senior game at the Amex against Spurs in 2011.”
Albion expect demand to be high again for the opening game of the season at home to Sheffield Wednesday tomorrow, which coincides with the Football League’s ‘Wall of Colour’ campaign encouraging supporters to wear their team’s colours.
Price said: “We are anticipating a steady supply of stock from Nike and we expect an even busier day in store ahead of Saturday’s game against Sheffield Wednesday - and we are hoping fans will embrace the Football League’s Wall of Colour day and make the Amex the best opening day show of club colours.”