Retail sales are a function of volume, price and mix. While volume and price receive plenty of attention, mix is often mis-understood, or not disclosed. In Issue 4 of Price Watch, we explore mix and its impact on sales. Successful businesses drive mix higher through their deliberate product and price decisions. Consumers will also make conscious choices about their basket mix depending on income, convenience, demographics and the cost of living. In the limited disclosure on mix we have, we find that it accounts for anywhere from one-quarter to half the sales growth for large retailers, with a higher contribution over the past two years. More disclosure on mix would lift perceptions about the quality of sales growth as pure price rises or excessive volume growth are often seen as unsustainable.