Del Rey's Polydor-issued album had sold around 92,000 copies up until the end of business on Thursday, according to the Official Charts Company, putting it more than 60,000 sales ahead of the rest of the market.
With two more days of trading still to go, Born To Die's figures for this week are already very impressive given in the first four weeks of 2012 sales of the number one album have ranged from 20,678 to 38,380 copies across an entire week.
The nearest album to Del Rey's is the Columbia-issued Old Ideas by Leonard Cohen who is far enough ahead of Asylum/Atlantic's Ed Sheeran album + in third place on midweek sales that he seems assured of debuting at two this coming Sunday. If he does it will be his highest-charting album since Songs From A Room peaked at two back in 1969.
Fewer than 1,000 sales separate the two main challengers to top the singles chart this weekend. Just ahead is the newly-issued 3 Beat/AATW single Alone Again by Alyssa Reid featuring Jump Smokers, but Positiva/Virgin's David Guetta featuring Sia single Titanium is fast gaining ground. Its sales are 42% up on the week and it must be fancied to overcome Alone Again by the end of the chart week.
The full midweek singles and albums charts are on musicweek.com